IDEAS home Printed from https://ideas.repec.org/a/eee/jbrese/v69y2016i11p5028-5033.html
   My bibliography  Save this article

Evaluation of quantitative indicators of marketing activities in the banking sector

Author

Listed:
  • Csikósová, Adriana
  • Čulková, Katarína
  • Janošková, Mária

Abstract

This study assesses the efficiency of marketing activities in a selected enterprise from the banking sector and proposes measurements that contribute to overall organizational performance. The Balanced Scorecard determines the goals for the enterprise's achievement of business strategy in terms of positive future developments and improved realization of individual marketing activities. Several criteria determine the choice of the enterprise: the enterprise must have a functioning marketing department that receives special attention with the company reserving funds for marketing expenditure. Main indexes from indicators serve to measure the efficiency of marketing activities and to benchmark against competition. Findings show the lagging growth rate of loans of the company compared with the overall market growth rate and the negative growth in customer profitability. Individual proposals present a strategic map, focusing on customers' perspective of performance evaluation in the company.

Suggested Citation

  • Csikósová, Adriana & Čulková, Katarína & Janošková, Mária, 2016. "Evaluation of quantitative indicators of marketing activities in the banking sector," Journal of Business Research, Elsevier, vol. 69(11), pages 5028-5033.
    • Handle: RePEc:eee:jbrese:v:69:y:2016:i:11:p:5028-5033
    DOI: 10.1016/j.jbusres.2016.04.075
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0148296316302387
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jbusres.2016.04.075?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Lamberti, Lucio & Noci, Giuliano, 2010. "Marketing strategy and marketing performance measurement system: Exploring the relationship," European Management Journal, Elsevier, vol. 28(2), pages 139-152, April.
    2. Al-alak, Basheer A., 2014. "Impact of marketing activities on relationship quality in the Malaysian banking sector," Journal of Retailing and Consumer Services, Elsevier, vol. 21(3), pages 347-356.
    3. Gensler, Sonja & Leeflang, Peter & Skiera, Bernd, 2013. "Comparing methods to separate treatment from self-selection effects in an online banking setting," Journal of Business Research, Elsevier, vol. 66(9), pages 1272-1278.
    4. Sheth, Jagdish N. & Sisodia, Rajendra S., 2002. "Marketing productivity: issues and analysis," Journal of Business Research, Elsevier, vol. 55(5), pages 349-362, May.
    5. Hooley, Graham J. & Greenley, Gordon E. & Cadogan, John W. & Fahy, John, 2005. "The performance impact of marketing resources," Journal of Business Research, Elsevier, vol. 58(1), pages 18-27, January.
    6. Romualdas Ginevičius & Valentinas Podvezko & Adomas Ginevičius, 2013. "Quantitative evaluation of enterprise marketing activities," Journal of Business Economics and Management, Taylor & Francis Journals, vol. 14(1), pages 200-212, February.
    7. Barwise, Patrick & Farley, John U., 2004. "Marketing Metrics:: Status of Six Metrics in Five Countries," European Management Journal, Elsevier, vol. 22(3), pages 257-262, June.
    8. Kalaignanam, K. & Kushwaha, T. & Varadarajan, P., 2008. "Marketing operations efficiency and the Internet: An organizing framework," Journal of Business Research, Elsevier, vol. 61(4), pages 300-308, April.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Gungor Hacioglu & Osman Gök, 2013. "Marketing performance measurement: marketing metrics in Turkish firms," Journal of Business Economics and Management, Taylor & Francis Journals, vol. 14(sup1), pages 413-432, June.
    2. Milichovsky, Frantisek, 2015. "Measuring Indicators for Marketing Effectiveness in Czech Companies || Indicadores para medir la eficacia del marketing en las empresas checas," Revista de Métodos Cuantitativos para la Economía y la Empresa = Journal of Quantitative Methods for Economics and Business Administration, Universidad Pablo de Olavide, Department of Quantitative Methods for Economics and Business Administration, vol. 20(1), pages 3-24, December.
    3. Adam Gaskill & Hume Winzar, 2013. "Marketing Metrics That Contribute to Marketing Accountability in the Technology Sector," SAGE Open, , vol. 3(3), pages 21582440135, September.
    4. Arnett, Dennis B. & Wittmann, C. Michael, 2014. "Improving marketing success: The role of tacit knowledge exchange between sales and marketing," Journal of Business Research, Elsevier, vol. 67(3), pages 324-331.
    5. František Milichovský, 2017. "Effectiveness of Marketing Mix Activities in Engineering Companies in the Czech Republic," DANUBE: Law and Economics Review, European Association Comenius - EACO, issue 1, pages 45-55, March.
    6. Tommaso Pucci & Christian Simoni & Lorenzo Zanni, 2015. "Measuring the relationship between marketing assets, intellectual capital and firm performance," Journal of Management & Governance, Springer;Accademia Italiana di Economia Aziendale (AIDEA), vol. 19(3), pages 589-616, August.
    7. Luminita Stefania BODEA & Cristian DUTU, 2016. "The Consequences Of Strategic Orientation Of The Firm On Business Performance," Management and Marketing Journal, University of Craiova, Faculty of Economics and Business Administration, vol. 0(2), pages 188-200, November.
    8. Rubio-Andrés, Mercedes & Ramos-González, Mª del Mar & Sastre-Castillo, Miguel Ángel & Gutiérrez-Broncano, Santiago, 2023. "Stakeholder pressure and innovation capacity of SMEs in the COVID-19 pandemic: Mediating and multigroup analysis," Technological Forecasting and Social Change, Elsevier, vol. 190(C).
    9. Aspara, Jaakko & Tikkanen, Henrikki, 2013. "Creating novel consumer value vs. capturing value: Strategic emphases and financial performance implications," Journal of Business Research, Elsevier, vol. 66(5), pages 593-602.
    10. Maidana, Marcos Ignacio, 2016. "Los emprendedores tecnológicos: factores motivacionales," Nülan. Deposited Documents 2500, Universidad Nacional de Mar del Plata, Facultad de Ciencias Económicas y Sociales, Centro de Documentación.
    11. Wang, Chengqi & Hong, Junjie & Kafouros, Mario & Boateng, Agyenim, 2012. "What drives outward FDI of Chinese firms? Testing the explanatory power of three theoretical frameworks," International Business Review, Elsevier, vol. 21(3), pages 425-438.
    12. Matevž Rasković & Barbara Mörec, 2012. "Organizational Change and Corporate Sustainability in an Economic Crisis: Evidence from Slovenia," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 14(32), pages 522-536, June.
    13. Hinterhuber, Andreas, 2017. "Value quantification capabilities in industrial markets," Journal of Business Research, Elsevier, vol. 76(C), pages 163-178.
    14. Buckley, Peter J. & Munjal, Surender & Enderwick, Peter & Forsans, Nicolas, 2016. "Cross-border acquisitions by Indian multinationals: Asset exploitation or asset augmentation?," International Business Review, Elsevier, vol. 25(4), pages 986-996.
    15. Shabbar Jaffry & Alexandros Apostolakis, 2011. "Evaluating individual preferences for the British Museum," Journal of Cultural Economics, Springer;The Association for Cultural Economics International, vol. 35(1), pages 49-75, February.
    16. Crick, James M. & Crick, Dave, 2021. "The dark-side of coopetition: Influences on the paradoxical forces of cooperativeness and competitiveness across product-market strategies," Journal of Business Research, Elsevier, vol. 122(C), pages 226-240.
    17. Jessica Bosseaux & Kelvin Balcombe & Philippe Aurier, 2024. "Impact of European egg marking system in France: empirical time series analysis between 2017 and 2022," Review of Agricultural, Food and Environmental Studies, Springer, vol. 105(2), pages 229-250, November.
    18. Sora Lee & Jaewon Yoo, 2021. "Determinants of a Firm’s Sustainable Competitive Advantages: Focused on Korean Small Enterprises," Sustainability, MDPI, vol. 13(1), pages 1-16, January.
    19. Cadogan, John W. & Souchon, Anne L. & Procter, David B., 2008. "The quality of market-oriented behaviors: Formative index construction," Journal of Business Research, Elsevier, vol. 61(12), pages 1263-1277, December.
    20. Eleonora Di Maria & Roberto Ganau, 2014. "Driving a firmÕs export propensity and export intensity: the role of experience, innovation, and international marketing strategy," "Marco Fanno" Working Papers 0175, Dipartimento di Scienze Economiche "Marco Fanno".

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:jbrese:v:69:y:2016:i:11:p:5028-5033. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.elsevier.com/locate/jbusres .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.