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The effect of advertising on the attraction of electronic banking service customers (case study of Tejarat Bank of Gilan province)

Number of pages: 124 File Format: word File Code: 31274
Year: 2013 University Degree: Master's degree Category: Management
Tags/Keywords: Attract customers - Banking - Banking services - Electronic banking
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  • Summary of The effect of advertising on the attraction of electronic banking service customers (case study of Tejarat Bank of Gilan province)

    Academic Thesis for Master's Degree (M.A)

    Marketing Orientation Business Management

    Abstract:

    Today, due to the strong competitive structure prevailing in banks in the supply of electronic services, the use of advertisements to introduce services plays an important role in persuading and encouraging customers to use products and services and finally attracting them to use the electronic services of banks. In other words, if banks can evaluate the effectiveness of their advertisements on customers, they can perform better in the future, which can be considered as a competitive advantage for banks. In this regard, various researches have been conducted at the country level, in which only the effective elements of advertisements or advertising communication tools have been investigated.

    (including mobile banking services, phone banking, internet banking, store pos devices and ATM system) and if it has an effect, which of the advertising methods (television ads, radio ads, use of catalogs and brochures ads, press ads or oral ads) is more effective. By using the tool of questionnaire, the opinions of customers of the electronic services of Tejarat Bank of Gilan province were collected and finally, after examining the options of the questionnaire on the effect of advertising elements and the effect of advertising communication tools, using SPSS V: 18 software and regression, it determined the effect of advertising on attracting customers of electronic banking services, and while examining the communication tools, it determined and introduced the most effective method of advertising. At the end, while examining the research hypotheses, it provides solutions to improve future research.

    Key words: advertising-electronic banking-customer

    1-1 Introduction

    Today, on the one hand, organizations try to introduce and introduce their goods and services and to announce their difference from similar goods by using different advertising media to send impact messages in order to encourage the audience to buy. On the other hand, people are surrounded by various types of advertisements through various media at any time and place, and what is important in the discussion of advertisements is the evaluation of its effectiveness. , the data collection tool, the statistical population, the temporal and spatial scope of the research will be stated. At the end, the general structure of the thesis is presented. Statement of the problem In Iran, due to the increase in the number of banks and the provision of similar services, banks have faced a big problem in attracting customers and, as a result, their deposits. Therefore, in this competitive environment, in order to maintain the market share or increase their market share, banks must have a proper plan to present their advertisements. Unfortunately, in Iran, not much attention is paid to the evaluation of the effectiveness of advertising, the reasons for which can be pointed to the newness of the advertising industry, the lack of sufficient information and the managers' unfamiliarity with the patterns and models for evaluating the effectiveness of advertising, and the lack of practical examples in this field. Using postal services to transfer and deposit money and perform other banking operations, conducting transactions over the phone and the customer contact center, using telephone keys to interact with the bank and answering voice and video, doing banking through a personal computer, using modems and special software, and finally using the Internet shows the historical path of changes that have led to the improvement and increase in the diversity of banking services to customers. Emphasis on continuous change and structural alignment with environmental changes, The strategy and technology of banks, supporting creativity and innovation in banking services, continuously improving the quality of services and changing the attitude of management and human resources in the field of value creation for customers have always been considered by the top global banks.Emphasis on continuous change and structural alignment with environmental changes, strategy and technology of banks, support for creativity and innovation in banking services, continuous improvement of service quality and change of attitude in management and human resources in the field of value creation for customers has always been considered by top global banks. The experience of successful banks at the international level has shown that in order to maintain and improve its position in existing markets by creating new markets, the bank is required to provide new services and at the same time improve its existing services. To achieve this goal, the bank uses different strategies, including diversification strategy and service improvement strategy. (Rasoul F-Jalal, 1387, p. 6)

        Banks can also use communication methods to introduce their products and services. Communication goals include increasing awareness, persuading and reminding current and potential customers about the product or company. When a new product is introduced to the market and the goal is to create initial demand, awareness advertising is widely used. Persuasive advertising is used when competition increases and the goal is to create selective demand. When a product is in its maturity stage in its life curve and the goal is for the consumer to think about that product continuously, a reminder advertisement is used (Rezaei, Mohammad, 2009, pp. 15-20). Advertising causes changes in the attitude, knowledge and behavior of the audience. Informing, persuading, encouraging, reminding, consolidating relationships and accelerating and promoting exchanges are among the various tasks of advertising, which by examining the effects of advertising and its relationship with the goals of the organization, changes can be made in the advertising budget to the form of content of messages and the type of media and communication channels, and even the time and conditions of advertising, so that advertising is more useful and effective than in the past. (Parhizgar, Mehdipour 2013, p. 3) But the important issue is that, considering the strong competitive structure that governs them in the supply of electronic services, banks have turned to using extensive media advertisements to introduce their services. Since the effects of different advertisements are different on different people, and what effect does it have on their awareness, persuasion and encouragement in using products and services and finally attracting them to use electronic services of banks, it is essential for banks. It is necessary. In other words, if banks can evaluate the effectiveness of their advertisements on their customers, they can perform better in the future, which can be considered as a competitive advantage for banks.

    In this research, advertisements are considered as an independent variable and the attraction of bank electronic services customers is considered as a dependent variable. This research is descriptive in terms of type and importance, and practical in terms of purpose. The specifics of this research are:

    Banks, including Tejarat Bank, need to know the role and optimal method of advertising in order to take advantage of the largest market share, so reaching the goals of this research can be a tool for this achievement.

    Advertising is a category whose main goal is to attract the customer's attention and obtain his satisfaction. It is the most expensive and most effective way. 1-4 research background The following are the background of this research: Need to know the role and optimal method of advertising. Need to determine the best, least expensive and most effective way of advertising.

  • Contents & References of The effect of advertising on the attraction of electronic banking service customers (case study of Tejarat Bank of Gilan province)

    List:

    Chapter 1: General Research

    1-1) Introduction. 2

    1-2) statement of the problem. 2

    1-3) The importance and necessity of conducting research. 3

    1-4) research context. 4

    1-5) research questions. 4

    1-6) research objectives. 4

    1-7) The theoretical (analytical) framework of the research. 5

    1-8) Analytical model of research. 6

    1-9) research hypotheses. 7

    1-10) research applications. 7

    1-11) The benefits of research. 7

    1-12) research method. 7

    1-13) methods and tools of information gathering. 7

    1-14) research area. 8

    1-14-1) Subject area. 8

    1-14-2) Time realm. 8

    1-14-3) spatial territory. 8

    1-15) thesis structure. 8

    Chapter Two: A review of the literature on the subject and the maximum of the subject

    2-1) Introduction. 10

    2-2) Part I- Literature of the subject. 10

    2-2-1) Advertising. 10

    2-2-2) Customer. 12

    2-2-3) Definition of bank and electronic banking. 13

    2-3) maximum research. 14

    -4) Research summary table. 21

    Chapter Three: Research Methodology

    3-1) Introduction. 28

    3-2) research method. 28

    3-3) Statistical population. 28

    3-4) The test of normality of the statistical population. 28

    3-5) Proposed research model. 32

    3-6) sample volume and its measurement method. 33

    3-7) Information gathering tool. 33

    3-8) Questionnaire design. 33

    3-8-1) validity and reliability. 34

    3-9) independent and dependent variables of research. 35

    3-10) Information analysis method. 35

    Chapter Four: Data Analysis

    4-1) Introduction. 38

    4-2) Statistical analysis. 38

    Chapter Five Conclusions and Suggestions

    5-1) Introduction. 64

    5-2) The results and achievements of the research. 64

    5-3) Comparison of the research results with the maximum. 67

    5-4) research limitations. 67

    5-5) suggestions and improvement strategies for future research. 68

    List of attachments. 69

    Questionnaire. 112

    List of sources and sources. 114

    Source:

    - Ahmadipour- Morad, "Investigating the Impact of Business Messages on Introducing Different Mobile Brands via TV (Gilan Province: Gilan Province", 2005, thesis

    ", 2013, Thesis

    3-Paindani-Jamshid, "The Hidden Wealth Client Book", Niko, 2016, p. 17

    4- Parhizgar - Mohammad Mahdi, Mehdipour-Sohila, "Evaluation of the Effects of Advertising on Increasing the Knowledge of Consumers of the National Iranian Oil Company in Mazandaran Province", Payam Noor University, Damavand Branch, p. 3

    5- Haiderpour-Farzaneh, Tahmasabi Getabi-Abutaleb, "Effect of education cost and advertising cost of electronic banking on the increase of bank deposit attraction (case study of Saderat Bank of Mazandaran province)", financial accounting and auditing research paper, Islamic Azad University, Tehran Branch

    6-Rabiei-Ali, Mohammadian-Mahmoud, Jamili-Bita brothers, "Evaluation of Parsian Bank's advertising effectiveness and identification of the most important factor in increasing its effectiveness in the city of Tehran", first year, second issue, summer 1390, pp. 40-17

    7- Rasool F-Jalal, "Strategies for improvement and diversification in the country's banking system (the case study of the Bank of Agriculture)", collection of articles of the 16th session of the Islamic Banking Conference, Central Bank of the Islamic Republic of Iran Publications, Higher Institute of Banking of Iran, p. 6

    8- Rezaei-Mohammed (2009) "Effective communication with the target market", Tadbir Magazine, year 19, no. 200

    9-Rosta-Ahmed, Ebrahimi-Abdelhamid, Venus-Davor, "Marketing Management Book" Samt, 1389, Chapter 11, pp. 365-320

    10-Shah Mohammadi-Abdolreza, Mirzaipour-Ali, "Evaluation of the effectiveness of Post Bank's advertising among its customers in Tehran", Culture and Communications Quarterly, Year 1, Number 1, Spring 1390

    11-Sharifi-Alireza "Prepayment Comprehensive System Plan" Collection of Articles of the 16th Islamic Banking Conference, Publications of the Central Bank of the Islamic Republic of Iran, date of approval 1387, p. 5

    12-Shahraki-Alireza, Chekhandi-Mohsen, Molshahi-Alireza (2010) "Review of the customer relationship management system in the banking system of Iran" Collection of articles of the 16th Islamic Banking Conference , Publications of the Central Bank of the Islamic Republic of Iran114

    Source:

    - Ahmadipour- Morad, "Investigating the Impact of Business Message Characteristics on Introducing Different mobile phone brands via television (Gilan Province", 2005, thesis

    ", 2013, Thesis

    3-Paindani-Jamshid, "The Hidden Wealth Client Book", Niko, 2016, p. 17

    4- Parhizgar - Mohammad Mahdi, Mehdipour-Sohila, "Evaluation of the Effects of Advertising on Increasing the Knowledge of Consumers of the National Iranian Oil Company in Mazandaran Province", Payam Noor University, Damavand Branch, p. 3

    5- Haiderpour-Farzaneh, Tahmasabi Getabi-Abutaleb, "Effect of education cost and advertising cost of electronic banking on the increase of bank deposit attraction (case study of Saderat Bank of Mazandaran province)", financial accounting and auditing research paper, Islamic Azad University, Tehran Branch

    6-Rabiei-Ali, Mohammadian-Mahmoud, Jamili-Bita brothers, "Evaluation of Parsian Bank's advertising effectiveness and identification of the most important factor in increasing its effectiveness in the city of Tehran", first year, second issue, summer 1390, pp. 40-17

    7- Rasool F-Jalal, "Strategies for improvement and diversification in the country's banking system (the case study of the Bank of Agriculture)", collection of articles of the 16th session of the Islamic Banking Conference, Central Bank of the Islamic Republic of Iran Publications, Higher Institute of Banking of Iran, p. 6

    8- Rezaei-Mohammed (2009) "Effective communication with the target market", Tadbir Magazine, year 19, no. 200

    9-Rosta-Ahmed, Ebrahimi-Abdelhamid, Venus-Davor, "Marketing Management Book" Samt, 1389, Chapter 11, pp. 365-320

    10-Shah Mohammadi-Abdolreza, Mirzaipour-Ali, "Evaluation of the effectiveness of Post Bank's advertising among its customers in Tehran", Culture and Communications Quarterly, Year 1, Number 1, Spring 1390

    11-Sharifi-Alireza "Prepayment Comprehensive System Plan" Collection of Articles of the 16th Islamic Banking Conference, Publications of the Central Bank of the Islamic Republic of Iran, date of approval 1387, p. 5

    12-Shahraki-Alireza, Chekhandi-Mohsen, Molshahi-Alireza (2010) "Review of the customer relationship management system in the banking system of Iran" Collection of articles of the 16th Islamic Banking Conference , Publications of the Central Bank of the Islamic Republic of Iran 1387, p. 4

    13- Taleghani-Haj Aghapour "Review of advertising cycle in business", scientific research journal of management information, year 21, vol. 157, June 89, pp. 6-9

    14- Taha Khoban-Mehdi, "The Book of Principles and Techniques of Advertising", Tarane, year of publication 1391, pp. 40 and 41

    15-Abbasi-Abbas, Mohammadian-Moghdaseh, "The relationship between consumers' attitude towards websites and the effectiveness of Internet advertising", Iran Management Sciences Quarterly, second year, number 7, pp. 99-119

    16- Abdolvand-Mohammedali, Ghafari Ashtiani-Peyman, "presenting a model for evaluating factors effective on positive word-of-mouth advertising in the service market", management research magazine, number 81, summer 1388 21-15

    19- Ayari-Ali "Book of Marketing Giants", Fara, publication year 1389, p. 124

    20- Lotfinia Aliabadi-Reza, "Evaluation of factors influencing customers' willingness to use electronic banking services (Case study: ATM machines related to state banks in Gilan province", 1387, thesis, p. 85

    21- Mohammadi-Mohammed Hossein, "Characteristics of commercial sentences (a look at the role of literary language in the creation of advertising sentences)", the specialized quarterly of Persian poetry and prose stylistics, 4th year, 3rd issue, autumn 2013, serial number 13, p. 12

    22- Venus-Daver, Salehi Moman-Mahmoud, "Identifying the factors affecting the tendency of bank customers to use banking systems Bank ATM", Danesh Management Magazine, No. 67 - Winter 83, pp. 177 - 157

    23- Hedayati - Maryam, "Relationship between Bank Saderat television advertisements and customer attraction process according to the AIDA model (case study of Rasht city)", 2015, thesis

    24- Ademola B. Owolabi, Ph.D., "Effect of Consumers Mood on Advertising Effectiveness", Department of Psychology, University of Ado-Ekiti, Nigeria, Europe's Journal of Psychology 4/2009, pp. 118-127

    25- Claudia M. Buch, Cathérine T. Koch c, Michael Koetter,"Size, productivity, and international banking", Journal of International Economics, accepted 2011

    26- Debra Trampe, University of Groningen, The Netherlands, Diederik A. Stapel, Tilburg University, The etherlands Frans W. Siero, University of Groningen, The Netherlands,"The Self-Activation Effect of Advertisements: Ads Can Affect Whether and How Consumers Think About the Self", Advances in Consumer Research, Volume 36, © 2009

    27- Dr. R.K. Uppal Director, UGC Sponsored Major Research Project, "MARKETING OF BANK PRODUCTS - EMERGING CHALLENGES & NEW STRATEGIES", JM International Journal of Management Research (JMIJMR)

    28- Mary L. Azcuenaga, "THE ROLE OF ADVERTISING AND ADVERTISING REGULATION IN THE FREE MARKET", Turkish Association of Advertising Agencies Conference on Advertising for Economy and Democracy Istanbul, Turkey, April 8, 1997

    29- Michael E. Porter, "What is strategy?", Harvard business review, November and December

    30- Michael L. Capella, Charles R. Taylor, and Cynthia Webster, "THE EFFECT OF CIGARETTE ADVERTISING BANS ON CONSUMPTION" A Meta-analysis, Journal of Advertising, vol. 37, no. 2 (Summer 2008), pp. 7–18.

      2008 American Academy of Advertising. All rights reserved.

    31- Peter J.

The effect of advertising on the attraction of electronic banking service customers (case study of Tejarat Bank of Gilan province)
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