Record Details

Relationship Marketing in Financial Services

Business: Theory and Practice

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Title Relationship Marketing in Financial Services
Santykių rinkodaros ypatumai teikiant finansines paslaugas
 
Creator Jurgilevičiūtė, Laura
Sūdžius, Vytautas
 
Subject financial services; relationship marketing; principles of relationship marketing; loyalty of customers; development of financial service
finansinės paslaugos; santykių rinkodara; santykių palaikymo veiksniai; klientų lojalumas; finansinių paslaugų plėtra
 
Description Concentrated competition pose difficulties and challenges for financial service providers – there is a necessity to understand customers, their need to endeavour at loyalty by improving direct interaction and human resource. In this case relationship marketing is supposed to be one of the most effective instruments to achieve these goals. Relationship marketing can be defined as long-term, mutually useful relationship, which is characterized by such attributes as confidence, cooperation, communication, commitment, dependence and etc., development and maintenance. Relationship between financial service providers and their customers is determined by such factors as trust, emotions, involvement, perceived value, service convenience, service quality and so on. Customers who are content with service quality and its price and who believe to be important to financial service provider, prefer the existing financial services provider to its competitors and embrace other financial services proposed by it. Thus relationship marketing permits to offer better value for customers, to enhance relationship with them and profit from their loyalty. 
Intensyvi konkurencija ir didėjantys klientų poreikiai finansinių paslaugų teikėjams kelia sunkumų ir naujų iššūkių – dabar kaip niekada anksčiau reikia suprasti klientus, jų poreikius bei siekti jų lojalumo akcentuojant tiesioginio bendravimo ir žmogiškojo veiksnio įtaką. Santykių rinkodara šiuo atveju laikoma vienu efektyviausių būdų šiems tikslams siekti. Finansinių paslaugų teikimą ir paslaugų teikėjo ir kliento santykių palaikymą lemia daugelis tarpusavyje susijusių veiksnių: pasitikėjimas, emocijos, kliento įtraukimas, kliento suvokiama paslaugos vertė, paslaugos patogumas, kokybė ir pan. Klientai, būdami patenkinti paslaugos kokybe ir manydami, kad paslaugos kaina yra priimtina, dar matys, kad jie tikrai yra svarbūs paslaugos teikėjui, todėl tokie klientai prireikus pasirinks ir kitas to paties paslaugų teikėjo siūlomas paslaugas, atiduodami jam pirmenybę prieš jo konkurentus. Taigi santykių rinkodara finansinių paslaugų teikėjams sudaro galimybę klientams siūlyti didesnę vertę, stiprinti santykius su jais ir pelnyti didesnį jų lojalumą. 
 
Publisher Verslas: Teorija ir Praktika / Business: Theory and Practice
Business: Theory and Practice / Verslas: Teorija ir Praktika
 
Date 2011-01-27
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
 
Format application/pdf
application/pdf
 
Identifier http://www.btp.vgtu.lt/index.php/btp/article/view/btp.2010.13
10.3846/btp.2010.13
 
Source Verslas: Teorija ir Praktika / Business: Theory and Practice; Vol 11, No 2 (2010); 116-123
Business: Theory and Practice / Verslas: Teorija ir Praktika; Vol 11, No 2 (2010); 116-123
 
Relation http://www.btp.vgtu.lt/index.php/btp/article/view/btp.2010.13/13
http://www.btp.vgtu.lt/index.php/btp/article/view/btp.2010.13/pdf
 
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