Financial marketing as a tool for customer loyalty in national banking

This research studies financial marketing as a tool for customer loyalty in national banking, conducting a bibliographic review that reveals the importance of these elements, since its main purpose is to propose strategies that allow not only the positioning of the brands, but to attract customers to offer the multiple services that a bank can offer. The results support the facts and allowed the verification of the hypothesis, highlighting that financial marketing is known andapplied by most banking institutions and that this marketing is centralized to launch general strategies applicable throughout the Ecuadorian territory, loyalty is managed by the same departments as they go hand in hand with customer service, services offered, benefits, among other motivations. Keywords: Marketing, Financial Marketing, Loyalty, Clients, National Banking. References [1]J. Madura, «Marheting Financiero y Empresas,» Florida Atlantic University, p. 253, 2021. [2]A. Bouzada, «Respuesta de los bancos locales a la caída de las tasas internacionales a partir del año 2008,» Universidadde la República de Uruguay, 2020. [3]O. Mehecha, «Estrategias competitivas de marketing financiero en el sector bancario: Percepción del cliente,» RevistaVenezolana de Gerencia, vol. 24, nº 88, 2019. [4]E. Núñez, «El Marketing Financiero: Evolución de las entidades Bancarias,» Organización de Empresas, Marketingy Sociología, 2015. [5]C. Rodríguez, «Análisis De Las Estrategias De Fidelización Como Apoyo A Las Principales Entidades PrestadorasDe Servicios Financieros En Colombia,» Universidad Militar de Nueva Granada, p. 20, 2017. [6]V. Mesén, «Fidelización de clientes: concepto y perspectiva contable,» Tec Empresarial, 2017. [7]C. Mertzanis, «Marketing Financial Services and Products in Different Cultural Environments,» Risk and ContingencyManagement, Enero 2017. [8]D. Bapat, «Marketing of Financial Services,» Biztantra Publications, Agodto 2014. [9]A. Meidan, «Marketing Financial Services,» Sheffield University, Management SchoolUK, 1996. [10]E. Ehrlich and D. Fanelli, «The Financial Services Marketing Handbook,» John Wiley & Sons, Inc., Hoboken, NewJersey, 2012. [11]A. Ahmad and N. Raja, «Determinants of Customer Loyalty: A Review and Future Directions,» Australian Journal ofBasic and Applied Sciences , Julio 2018.

SUSTAINABLE ENTERPRISE COMPETITIVENESS IN THE CONTEXT OF ORGANIZATIONAL, THEORETICAL AND METHODOLOGICAL MANAGEMENT TOOLS

The article assesses the level of competitiveness of enterprises over time using the local taxonomic indicators of the development of production, financial, marketing and social sustainability and total integrated indicator of the state of sustainable competitiveness. The methodical approach to the assessment of the level of sustainable enterprise competitiveness and the impact of organizational and managerial potential on the sustainable enterprise competitiveness is improved. Conceptual bases of creation of organizational and managerial potential of sustainable enterprise competitiveness are developed. The authors propose a scientific and practical approach to modelling the influence of organizational and managerial potential on the overall integrated indicator of sustainable enterprise competitiveness, which centers on the identification of possible development scenarios shaped by organizational and managerial factors determining the efficiency of ensuring sustainable competitiveness of machine-building enterprises. Substantiation is provided for the creation of a mechanism ensuring the sustainable enterprise competitiveness that takes into account available organisational and managerial potential as the basis for making quality managerial decisions on improving the adaptability of enterprises to difficult and changing external conditions.

Business strategies most frequently applied in companies in the municipality of Poza Rica, Veracruz

This document presents the results obtained from the study conducted in order to know which were the most frequently applied strategies in the companies of Poza Rica, Veracruz, Mexico, to which a strategic plan was developed as part of academic projects carried out by students of the Business Management Engineering career, considering as axis the subject of Strategic Management of the academic program of the National Technology of Mexico with key AED-1035, during the years 2018, 2019 and 2020. The objective of the study is to identify the strategies that are most frequently presented, and in this way, help entrepreneurs to have a reference of the areas that are more susceptible to analyze in their companies. The study consisted of classifying the strategies by areas, based on the existing theoretical framework in this regard, resulting in that the strategies that appear most frequently are financial, marketing, processes and human resources, and some less frequent ones called others.

Barriers and drivers of environmental sustainability: Australian hotels

Purpose The paper presents the findings of research into the barriers to and drivers of environmentally sustainable policies and practices (ESPPs) in the Australian hotel industry. This study aims to explore these drivers and barriers from the perspective of hotel managers and involve a range of hotels with different hotel industry profiles and management structures. Design/methodology/approach The study conducted one-on-one interviews with hotel managers to explore the barriers to and drivers of ESPPs. The purpose of the sample and sample size was to ensure representation of different segments of the hotel industry to include international chain affiliated hotels, Australian chain affiliated hotels and independent hotels. Findings An analysis of the findings suggests that the major barriers to implementing and sustaining environmental sustainability in the Australian hotel industry are time, financial challenges, availability of resources and the views and imperatives of hotel owners and shareholders. The major drivers are financial, marketing, owner and shareholder interests and guest preferences. These stakeholders play a major role in creating both barriers and drivers. Research limitations/implications Based on the results, this study can modify the application of stakeholder theory to a degree and argue that stakeholders need to co-operate further to drive sustainability. This study demonstrates that management of environmental sustainability is a challenge for many hotels and there is a particular need for small and independent hotels to embrace environmental sustainability to keep pace with their larger counterparts. Originality/value This study is broadly informed by the stakeholder theory. Owners, shareholders and associated stakeholders have a significant influence over environmental sustainability in the Australian hotel industry and they create both drivers and barriers. Responses from hotel managers in this research demonstrate that owners act as a barrier to as well as a driver of environmental sustainability initiatives in the Australian hotel industry.

Pengaruh Aspek Pemasaran, Aspek Teknik, Dan Aspek Keuangan Studi Kelayakan Bisnis Terhadap Pendapatan Peternak Walet Di Kecamatan Lalan Kabupaten Musi Banyuasin Sumatera Selatan

The purpose of this research was to find out how the feasibility study of the swallow farm business in Lalan sub-district, Musi Banyuasin, South Sumatra in terms of financial, marketing and technical aspects. So that it can be seen the amount of funds needed for an investment in swallow farm business. Then it was analyzed to determine the effect of these three aspects (financial, marketing, and technical aspects) on the income of swallow breeders either partially or simultaneously. In addition, it was also to determine which feasibility aspect has the most dominant influence on farmer income. The research method was a quantitative descriptive approach, there are 279 samples of 926 swallow breeder businesses. The data analysis used in this study was multiple linear regression statistical analysis (t test and F test). The results of the analysis show that the financial, marketing, and technical aspects simultaneously have a significant effect on swallow breeders’ income, while partially, only the marketing and technical aspects have a significant effect. Of the three variables, the marketing aspect has the most dominant influence on the income of swallow breeders

Green Financing for Carbon-Free Growth: Role of Banks Marketing Strategy

Nowadays, the climate change problems are on the international agenda, while increasing attention is paid to the role of green finance and bank activity in developing a climate-neutral future. This paper aims to investigate the scientific background devoted to bank marketing to determine the role of green finance in carbon-free economic growth and identify the potential research directions under this issue. The systematization of scientific publications presented in the Scopus database showed the growing tendency in publication activity concerning bank marketing and carbon-free economic growth. However, the scientific problem is a gap in studies devoted to investigating the role of financial marketing strategies in the bank sector for intensifying carbon-free economic growth. To gain the research goal, the authors conducted the bibliometric analysis using the VOSviewer software tools. Methodological tools of the research were the method for visualizing similarities between keywords. This study operates with the scientific articles published in the journals indexed in the Scopus database. The research period is 2000-2020. The research theoretically proved that green finance is one of the main triggers of carbon-free development. The obtained results of the bibliometric analysis identified four main research directions concerning the investigated topic such as 1) financial marketing in sustainable development; 2) financial management in environmental protection; 3) carbon markets; 4) international regulation in emission trading. The authors determined the contribution of scientists in developing the investigated issues. Most productive journals were highlighted. The findings determined the pioneer countries in exploring the analyzed topic. The current study findings are limited by the articles presented only in the Scopus database. Therefore, future research should expand the study sample to compare the articles presented in other reliable scientific databases such as the Web of Science.

PROBLEMS OF PERSONAL DATA PROTECTION IN THE FINANCIAL MARKETING SYSTEM

Introduction. In the conditions of considerable strengthening of a competition between the enterprises in the market the important task for them is observance of business ethics – principles and norms of behavior. These norms directly concern both the internal environment of enterprises (their development of product, price and sales policy, promotion of goods and services) and the external environment (customer service, maintaining relations with suppliers and intermediaries, conducting environmentally friendly activities). Although information security technologies are advancing rapidly, even leading experts cannot always guarantee the absolute security of customers’ personal data. The bigger, more influential and profitable a company is, the more attempts and ways to steal important data from outsiders and competing companies appear. The article outlines the problems of personal data protection in the financial marketing system. The purpose of the article is to systematize the scientific basis for ensuring effective protection of personal data of consumers of financial marketing. Methods. The study used general scientific and specific methods that ensure the reliability of the results and conclusions: dialectical, epistemological and logical; induction, deduction, scientific abstraction and generalization; structural analysis; techniques of abstract-logical method; comparative and content analysis. Results. It has been established that the majority of personal data leaks occur due to the human factor – intentional or unintentional actions of employees of enterprises. The main reasons for information leakage outside the enterprise have been identified. The methods of ensuring the protection of personal data are grouped into three groups: economically organizational, legal, software and technical. Perspectives. The subject of further scientific research is an in-depth study of the problems of financial marketing in the personal data protection system.

Decision Analysis in Financial Marketing Using Multi-Criteria Decision-Making Methods

In the trend of digital marketing, the back and front office activities are automized. For any business organization of various departmental activities, finance and marketing play a vital role. Finance and marketing are the most important functional areas of operations in any business organization, as they directly impact the financial growth as well as market steadiness of the business. As very crucial decisions taken in these functional areas of operations affect the other departments, the decisions in these financial marketing should be taken with utmost care. Henceforth, this results in greater impact on economic growth of the organization. Therefore, the decisions in finance and marketing activities should consider various factors (critical to quality) before arriving at a conclusion. In order to attain the final decision, multi-criteria decision-making (MCDM) methods can be applied. These MCDM methods consider the conflicting factors to evaluate the finance and marketing activities.