Modelling a commercial bank‘s relationship marketing programme for small and medium-sized enterprises

Irena Daukševičiūtė

Doctoral dissertation

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The dissertation investigates the problem of managing a commercial bank’s relationship with small and medium-sized enterprises (SME). The object of the research is the planning of relationship marketing activities. The aim of the research is to create a model to optimise a commercial bank’s relationship marketing programme for SMEs, the application of which would justify a rational set of marketing activities.

Several main tasks were raised in the research: 1) to analyse the problem of managing a commercial bank’s relationship with SMEs; 2) to perform the analysis on methodological assumptions to optimise the relationship marketing planning decisions; 3) to create a model to form an optimal marketing programme of a commercial bank relationship with SMEs; 4) to create a model to measure the return on relationship marketing activities of a commercial bank; 5) to create a model to calculate the costs of relationship marketing activities of a commercial bank; 6) to verify empirically the proposed model to optimise a relationship marketing programme.

The introduction reveals the research problem, the topicality of the research, the research object, the aim of the research and tasks, the research methodology, scientific novelty and practical value, and provides defended statements.

Chapter 1 is devoted to justify the importance of managing a commercial bank’s relationship with SMEs. The chapter completes the list of the main problems in managing a commercial bank’s relationship with SMEs.

Chapter 2 reviews the methodological assumptions to optimise the relationship marketing planning decisions. In the chapter the scientific potential analysis to assess the components of marketing programme optimisation problem (the return on marketing and the marketing costs) is also performed.

Chapter 3 provides the proposed model to optimise a commercial bank’s relationship marketing programme for SMEs. Based on a systematic approach, relationship marketing programme optimisation is treated as a complex of the three problems inter-related on the parametric level. These problems are calculating the costs of relationship marketing activities, measuring the return on relationship marketing activities, and forming the optimal relationship marketing programme.

In Chapter 4, the methodics to apply the model to optimise a relationship marketing programme is given. And by the use of real data provided by the  commercial bank an empirical study to test the proposed model is performed.

11 scientific articles on the subject of dissertation have been published which includes an article in international conference proceedings. 11 posters were presented, 4 of which at international conferences and seminars.

Read electronic version of the book:

DOI: https://doi.org/10.20334/2155-M

Book details

Data sheet

Year:
2013
ISBN:
978-609-457-565-5
Imprint No:
2155-M
Dimensions:
145×205 mm
Pages:
160 p.
Cover:
Softcover
Language:
Lithuanian
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