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  3. Identifying and ranking factors influencing the choice of bank advertising slogan with the help of FANP method (case of Tejarat Bank)

Identifying and ranking factors influencing the choice of bank advertising slogan with the help of FANP method (case of Tejarat Bank)

Number of pages: 224 File Format: word File Code: 30849
Year: 2013 University Degree: Master's degree Category: Management
Tags/Keywords: Advertising slogan - Banking - Brand equity - Customer relationship management - Electronic banking - Electronic banking services - FANP - spss
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  • Summary of Identifying and ranking factors influencing the choice of bank advertising slogan with the help of FANP method (case of Tejarat Bank)

    Dissertation for Master's Degree (M.A)

    Business Management - Domestic Business

    Abstract:

    Today, due to the widespread progress and industrialization of societies, as well as the closeness of services and facilities of organizations to each other, the absence of effective and efficient advertisements that attract more attention of new customers and retain previous customers seems necessary and necessary. Banks, like other institutions, are not exempt from this. One of the important aspects of advertising, which is unfortunately less addressed, is choosing an effective and efficient advertising slogan. In this research, it has been tried to identify and then rank the factors considered by customers in choosing an effective advertising slogan.

    The model of this research has been designed and proven for the first time. The basis of the model design is based on the argument that factors affecting customer satisfaction are attractive factors, and if these attractions are transferred to advertising slogans, we can hope that an effective and efficient advertising slogan has been chosen. This model has 3 parts, the first part is related to the effect of customer relationship management components, the second part is related to the effect of electronic banking service components, and the third part is related to the effect of brand equity components on the selection of advertising slogans. To prove the model, the regression method was used in SPSS software and FANP method was used in Super Decision software to rank the indicators. The selection of assumed factors in the model was based on the models of the hierarchical structure of customer satisfaction dimensions by Michael et al. Foreign research has been tested many times and proven to be correct. The questions in the section measuring the features of advertising slogans have also used the indicators of advertising slogans presented by Foster (2001). The results obtained are as follows: the existence of a significant relationship between the indicators of customer relationship management and advertising slogans is rejected, but the existence of a significant positive relationship between the indicators of electronic banking services and brand equity with advertising slogans is confirmed. The first place in terms of the importance of choosing an advertising slogan based on the customers' point of view is electronic banking services, followed by customer relationship management in the second place, and finally, the special value of the brand is placed in the third place. Keywords: advertising slogan, customer relationship management, electronic banking services, brand special value, SPSS, FANP. In order to achieve its goals, every organization needs to direct internal and external forces and focus on one point. While preventing the wastage of resources, it should bring the organization to its destination in the best and most efficient way.

    As financial institutions, banks are one of the most important links in the financial affairs chain in the economy of any country, and they hold an important position in the field of monetary and financial activities among economic agents and different strata of society. They focus on their desired goals.

    The two main activities of banks are attracting resources and paying facilities, in addition to these, other side activities such as issuing remittances, partnership bonds and so on. also pointed out The main goal of marketing is customer attraction and customer orientation. In the field of competition between banks, a bank is more successful that provides new and innovative services, which are definitely effective in marketing, and it is necessary for each bank to have a special section to learn about the latest products and services of foreign and domestic banks, in order to immediately take action to provide and provide similar products and services and maintain the bank's position in the market. Considering the internal communication and environmental factors, it is necessary to make reforms in some of the bank's activities. Such reforms will definitely attract and attract customers and implement the slogan "The right is with the customer". Public and private banks are in close competition with each other.The fact is that in this competition, the victory is with the banks that allocate more market share with the lowest cost. This requires designing and implementing good marketing strategies. Understanding the communication and interaction between the marketing system and other systems in banking plays an important role in this field.

    Marketing is a part of business activities that includes identifying the demand for goods and services and providing facilities and channels for their distribution and sale. In marketing, the ultimate goal is the customer, in other words, gaining the opinion and satisfaction of customers is the first priority of marketing, the marketing process is a set of human and economic activities to satisfy the needs and desires of people, which is done through exchanges, the main factor in marketing is knowing the potential needs of customers and fulfilling them through the provision of goods and services. Some of the known and tested methods for the success of a bank are: Banks are more successful banks that provide a new and innovative service, and this issue requires reforming the organization, so reforming the methods of providing services is based on customer needs, and of course, the long-term goals of the organization must be taken into account.

    Hiring of employees: one of the effective factors for good marketing is the hiring of positive thinking employees.

    Education: To do marketing, you must know its methods well. Training increases employees' information, and increasing information is effective in increasing creativity, and creativity brings innovation.

    Competitor assessment: One of the most important marketing strategies is to identify competitors and their capabilities and products. Therefore, it is necessary to use a system by which foreign branches inform managers of the latest achievements of foreign banks.

    International Affairs: Many natural and legal persons who have a suitable financial status are willing to provide their resources to the bank in exchange for receiving various foreign exchange and international services. Various things should be designed as a system, the design of the system makes things easier and better controlled. Marketing needs management, a management that includes system design, and on the other hand, the marketing system should be spread throughout the entire banking network, and all employees at all job levels should participate in this important matter as a group.

    Suggestions system: one of the important elements in recognizing the needs of customers are the frontline employees and especially the front line managers. To teach the aforementioned operators how to ask for opinions from customers and provide suggestions to attract customers will definitely provide good solutions. It is very important and effective to reform the system of offers and give all kinds of material and spiritual rewards to the offerers.

    Innovation: whenever the opinions and potential expectations of customers are collected and classified, research and development can be done to meet their needs by using planning. Statement of the problem:

    The competitive environment in the global economy directs banks as financial institutions to benefit from new tools in the quantitative and qualitative development of the market and to provide better services. What can be used as one of the important elements in the introduction and branding of companies and organizations and can be considered as an important symbol to express the capabilities, strategies, approaches and anticipated missions of a bank is their advertising slogan. It is considered to be an expression of the strategic orientation and fundamental values ??claimed by the organizations, and these values ??and approaches must be proven in practice. By clarifying the path ahead for organizations and companies, advertising slogans help a lot in positioning and differentiating their goods and services, but it is obvious that only by including value concepts in advertising slogans, differentiation will not be created. They are the ones who have a world of thinking and planning behind them and in addition to their very bold advertising role, they show the real view and vision of the bank's senior managers towards the market, the customer and the position of the bank.

  • Contents & References of Identifying and ranking factors influencing the choice of bank advertising slogan with the help of FANP method (case of Tejarat Bank)

    List:

    Chapter one.. : 2

    1-1. Introduction.. : 3

    1-2. Statement of the problem.. 4

    2-1-1. Appearance and structural directions and advertising slogans. 6

    1-2-2. Message engineering in branding.. 7

    1-2-3. Different dimensions of message management in branding:. 7

    1-2-4. A strategic message in branding.. 9

    1-2-5. Principles of strategic branding message. 10

    1-2-5-1. Cognitive strategies:.. 11

    1-2-5-2. Emotional strategies:- 12

    1-2-5-3. Action strategies:.. 12

    1-2-5-4. Brand strategies:.. 13

    1-2-6. Conceptual frameworks of message engineering in branding: 15

    1-3. The importance and necessity of conducting research: 19

    1-3-1. Structural and content characteristics of suitable advertising slogan. 20

    1-3-2. Advertising slogans in Iran's banking system. 21

    1-3-3. Knowing the brand name and advertising slogan. 24

    1-4. Research objectives:.. 24

    1-5. Research model:.. 25

    1-6. Research questions and hypotheses: 27 1-6-1. Research assumptions:.. 27

    1-7. Research method:.. 27

    1-8. The temporal-spatial realm and the statistical population of the research: 28

    1-9. Information collection method:.. 29

    1-10. Definitions of research variables and terms: 29

    1-10-1 .CRM  :.. 29

    1-10-1-1 . Definition of electronic customer relationship management. 30

    1-10-2. Electronic banking.. 30

    1-10-2-1. Electronic banking branches: 32

    Summary of advantages:.. 32

    1-10-2-2. Mobile government:.. 32

    1-10-3. Special brand value:.. 33

    1-10-3-1. Perspectives on the study of brand equity: 35

    1-10-4. Advertising slogan:.. 36

    The second chapter:.. 38

    2-1. Introduction:.. 39

    2-2. History and stages of brand formation:.. 39

    2-2-1. Brand definition:.. 40

    2-2-2. The importance of the brand:.. 41

    2-2-3. Brand advantages.. 44

    2-2-4. Effective brand components:.. 45

    2-2-5. Brand roles:.. 47

    2-3. Branding:.. 48

    2-3-1. Defects in brand name models. 51

    2-4. Branding styles. 52

    2-4-1. The purpose of branding styles: 52

    2-4-2. Simulation of branding life curve: 54

    2-4-3. Branding styles: 55

    2-4-3-1. Classic style in branding: 55

    2-4-3-2. Baroque style in branding: 58

    2-4-3-3. Naturalism style in branding: 59

    2-4-3-4. Romantic style in branding: 59

    2-4-3-5. Futurism style in branding: 60

    2-4-3-6. Dada style in branding: 61

    2-4-3-7. Imagist style in branding: 63

    2-4-3-8. Onanimism in branding: 63

    2-4-3-9. Parnassism in branding: 64

    2-4-3-10. Impressive style in branding: 65

    2-4-3-11. Expressionism style in branding: 65

    2-4-3-12. Surrealism style in branding: 66

    2-4-3-13. Symbolism style in branding: 67

    2-4-3-14. Cubism style in branding: 68

    2-4-3-15. Cosmopolitanism and global branding: 68

    2-4-3-16. Spatialism style in branding: 69

    2-4-3-17. Elementarism style in branding: 69

    2-4-3-18. Primitive style in branding: 69

    2-4-3-18. Pop art style in branding: 70

    2-4-4. Conceptual branding: 70

    2-4-5. Branding styles according to the product life curve: 70

    2-4-3-19. The style of postmodernism or postmodernism in branding: 71

    2-5. Brand management: 74

    2-5-1. Two brand management paradigms: 74

    2-5-2. 7 approaches in the brand. 74

    2-5-2-1. Economic approach. 78

    2-5-2-2. Identity approach. 79

    2-5-2-3. Consumer-based approach 79

    2-5-2-4.  Personality approach. 79

    2-5-2-5. relational approach. 80

    2-5-3. 2000 onwards: content/cultural focus. 80

    2-5-4. Social approach based on anthropology. 81

    2-5-5. Cultural approach. 81

    2-6. Service brand management: 81

    2-7. Types of branding attractions: 82

    2-8. Message execution methods: 84

    2-8-1. Methods of writing and designing messages. 85

    2-8-2. Title/Headings 87

    2-8-3. Title writing: 87

    2-8-4. Important points inImportant points in writing the title of the message. 88

    2-8-5. Types of message titles. 88

    2-8-6. The body (text) of the brand slogan: 89

    2-8-7. Message content: 90

    2-9. PST branding messages (PST: positioning, segmentation, targeting) 90

    2-9-1. The steps of developing a message strategy: 91

    2-9-2. Single sentence technique. 92

    2-9-3. Knowing the customer's vision and attitude. 93

    2-9-4. Sales strategy based on product features. 94

    2-9-5. Sales strategies. 94

    2-10. Creative leap: 96

    2-11. Brand in Iran (position and attitude) 97

    2-12. Branding and IMC 98

    2-12-1. Stages of IMC. 101

    2-13. History of Tejarat Bank. 104

    2-14. Research background: 108

    The third chapter. 135

    3-1. Introduction. 136

    3-2. History of fuzzy logic. 136

    3-2-1. Types of decision making. 137

    3-2-2. Using the model in decision making. 137

    3-2-3. Classification of decisions 138

    3-2-4. Classification of decisions based on stages. 138

    3-3. Fuzzy sets. 141

    Function and degree of membership. 141

    Support member. 141

    Difference between classic set and fuzzy set. 142

    3-4. Fuzzy logic. 142

    3-4-1. Analytical Hierarchy Process AHP. 145

    3-4-2. ANP method. 147

    3-4-3. Comparison of AHP and ANP. 147

    3-5. FUZZY ANP method. 148

    Chapter IV. 157

    4-1. Introduction. 158

    4-2. Analyzes 158

    4-3. Proof and interpretation of the model. 163

    4-4. Comparison of the desired situation and the current situation. 168

    4-5. FANP method. 170

    4-5-5-1. Service features: 177

    4-5-5-2. Cost of acquisition:. 178

    4-5-5-3. Access:. 179

    4-5-5-4. Collision:. 180

    4-5-5-6. Confidence:. 181

    4-5-5-7 Empathy:. 182

    4-5-5-8. Brand association. 183

    4-5-5-9 perceived quality. 184

    4-6. Conclusion: 184

    The fifth chapter. 186

    5-1. Introduction. 187

    5-2. content 187

    5-2-1. Results related to the model. 187

    5-2-2. The results related to the comparison of the desired and existing situation. 188

    5-2-2-1. Electronic banking services. 188

    5-2-2-2. Management of communication with customers. 189

    5-2-2-3. The special value of the brand. 190

    5-2-3. The third part, the results and suggestions related to the choice of advertising slogan by the bank. 191

    5-3. Research limitations: 193

    5-4. Suggestions for future research. 193

    Appendix one. 194

    Appendix Two. 205

    Appendix three. 211

    Resources. 211

    List of tables:

    (Table 1-1. Types of strategies - Khoyeh and others). 11

    (Table 1-2, personal values). 17

    (Table 1-3. Content dimensions of advertising slogan, Foster, 2001). 20

    (Table 1-4. Global most repeated words source: Adslogans.co.uk). 21

    (Table 1-5. World's Top Advertising Slogans, Adage.com). 21

    (Table 1-6, advertising slogans of the present banks). 22

    (Table 1-7, advertising slogans of prominent global banks). 22

    (Table 1-2-2. Brand roles, source Goodyear (1996)). 47

    (Table 2-2 economic and identity approach, source Tilde Heding and others). 75

    (Table 2-3, customer-oriented approach and personality, source Tilde Heding and others). 76

    (Table 2-4, relational and social approach, source Tilde Heding and others). 77

    (Table 5-2, cultural approach, source Tilde Heding and others). 78

    (Table 2-6. Emotional attractions). 84

    (Table 7-2, Objectives and strategies leading to response). 95

    (Table 9-2. frequency of advertising slogan characteristics). 130

    (Table 2-10, frequency of features of advertising slogan structure). 130

    (Table 11-2, frequency of content indicators of advertising slogan). 130

    (Table 12-2, frequency of service features in advertising slogan). 130

    (Table 13-2, the frequency of the main indicators of the bank in the content of the advertising slogan). 131

    (Table 14-2, the frequency of sub-indexes of advertising slogans in general). 131

    (Table 15-2, list of foreign research conducted in fields related to the current research). 133

    (Table 4-1 gender). 158

    (Table 4-2. Age). 159

    (Table 4-3. Education). 159

    (Table 4-4. Bank customers). 160

    (Table 4-5. Membership history).

Identifying and ranking factors influencing the choice of bank advertising slogan with the help of FANP method (case of Tejarat Bank)
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