Communication Strategy of Relationship Chat Account Manager in Managing the Follower

Each social media account created by users has its own purpose and meaning,. That is to attract the sympathy of the audience, Just like in real world, humans cannot live without socializing and interacting each other. This research was designed to find out the communication strategy of social media account managers in managing followers. This study used an interactional communication strategy with qualitative descriptive method. The results showed that the communication strategy used to manage the "chat relationship" account is the interactional communication strategy. This model had been used because followers have different backgrounds, knowledge, experiences, and cultures that affect each person in interpreting message. There are many factors as key success to running an online-based business through social media "relationships chat" account in order to increase followers loyalty in accordance with the strategy adopted by the account managers. Several management strategies had been applied such as a presentation to the audience, audience segmentation, consistency in providing entertainment to the audience, consistency of the characteristics and features needed, constantly looking for the latest entertainment innovations, communicating directly with consumers to support activities, and creating cooperation between account managers are being the key success to gain sympathy and loyalty from followers.

Interagency Collaboration: Account and Creative Teams Speak Out About Their Relationship

The relationship between account management and creative is a complicated and ever-changing one. A common theme in the advertising literature is that account and creative teams sometimes struggle with intra-agency communication. This article looks at why communication is still an issue today and what knowledge modern account and creative teams need to know about the others’ role in the agency to close the long-standing communication gap. We asked both account managers and art and creative directors (creatives) what they wished the other understood about their roles within the agency. From their answers, we identify pedagogical suggestions for advertising professors as they work to better prepare students for careers in the industry.

Trust and commitment as mediators between economic and non-economic satisfaction in business relationships: a sales perspective

Purpose This paper aims to test trust and commitment as mediators between economic and non-economic satisfaction in seller business relationships in contrast to previous studies on buyer business relationships. Design/methodology/approach Based on a cross-industry sample of Norwegian companies with sales or marketing managers/directors or key account managers. Key informants were selected to participate who adhered to specific criteria, such as their designations should be sales or marketing managers/directors or key account managers. Findings Trust and commitment mediate between economic and non-economic satisfaction in seller business relationships in line with what has been previously tested and retested across contexts and through time in buyer business relationships. Research limitations/implications This study helps in establishing an extended foundation to assess the structural properties between economic and non-economic satisfaction, as well as trust and commitment, in business relationships based on seller and or buyer perspectives. Practical implications The tested seller business relationship research model provides a corporate foundation for assessing the seller perspective of business relationships. It also provides a corporate foundation for combining the seller perspective with that of the customer perspective. Originality/value To the best of the authors’ knowledge, it is the first study based on seller business relationships that validates the research model reported in multiple previous studies based on buyer business relationships.

LABOR MOTIVATION AS A CONDITION OF SUCCESSFUL COMMUNICATIVE COMPETENCE OF A BANK CLIENT ACCOUNT MANAGER

The article is devoted to the problem of studying the influence of labor motivation on the efficiency of communicative competence of bank client account managers. The content of this article indicates the relevance of the topic in the direction of strengthening the processes of professional training of the bank managers, in particular, improving their communicative competence. It is also worth noting the importance of the study of the problem of motivation in professional activity, the study of motivation mechanisms of actualization and blocking the formation of effective communicative competence of a specialist. Objective of the research: to study the motivational conditions for the effectiveness of communicative competence (on the example of the bank client account managers).

INFLUENCE OF COMMERCIAL BANKS’ CAPACITY BUILDING LENDING STRATEGY ON GROWTH OF MSES IN KENYA

Purpose: The purpose of the study was to establish the influence of commercial banks’ capacity building lending strategy on the growth of SMEs in Kenya.Methodology: The researcher used purposive sampling to select respondents. The sample size was comprised of 352 respondents. The study used questionnaires to collect data from the field. Both quantitative and qualitative data gathered was coded and analyzed using Statistical Package for Social Sciences (SPSS) computer software. Descriptive statistics was used to analyze the data in frequency distributions and percentages which were presented in tables and figures. Inferential statistics were used to analyze qualitative data.Results: The study found out that commercial banks’ capacity building have a positive and significant effect on MSEs growth. (r=0.656, p=0.001).Unique Contribution to Theory, Practice and Policy: The study recommends for commercial banks to train their employees on how to handle clientele needs. Commercial banks need to embark on major training programmes and address their efforts to professionalize SME account managers. In fact, bank staffs dealing with SMEs need a sound knowledge of entrepreneurs and their businesses in order to develop an affinity with their clients and offer them solutions adapted to their needs. The actions which banks need to take include a better selection of new account managers for SMEs. They need to look for candidates with an adequate background and experience in small business or with entrepreneurial skills, who can be flexible and sensitive to SMEs issues.

Understanding the strain of inter-personal relationships on employees

Purpose Using role theory, this paper aims to focus on business-to-business inter-personal relationships and the strain such relationships can have on the individual. How is this strain expressed, and what are the implications for the future of these relationships? Design/methodology/approach Thirty in-depth interviews were conducted with experienced account managers. The relationship under scrutiny was the inter-personal relationship that exists between the account managers of UK insurance brokers and their business customers. Findings The study found account managers use a range of resources to support their inter-personal relationships. Where there was a mismatch in the perception of relationship closeness, this did result in role strain for the account managers. In particular, resentment was expressed over time being taken from their working day and their personal life and the impact this had on their work–life balance. Practical implications Identification and an understanding of role strain in inter-personal relationships enables firms to provide support, guidance and training to their employees on how best to manage such relationships. Identifying when and in what ways strain can occur enables firms to identify and take steps to avoid relationship disintegration. Originality/value This is one of a few papers to provide empirical evidence of the role strain in inter-personal relationship from an individual employee’s perspective. Identification of the personal resources used in inter-personal relationships may prove useful for other researchers working in this under-researched area. In addition, the in-depth interviews highlighted the often overlooked subtleties within relationships and issues that can trigger relationship strain.

Evaluation and Priorities the Promotion Mix Elements for Corporate Banking Customers Using MCDM Methods In Eghtesade Novin Bank

Among the mixed components of marketing, decisions regarding the promotion tools are very important due to their direct and rapid effect on the target market. With regard to the implementation of new models of banking business in recent years in Iran, the purpose of this research is to priorities the promotion mixas antecedent of integrated marketing communication and strongtools in order to influence the target market of corporative banking customers. The objective of promotion mix in the research emphasized the Increase sales volume, attract new customers, grow market share, enhance brand image, strengthen brand loyalty and increase profitability in the long term. For this purpose, with the help of marketing experts and using models of Multiple Criteria Decision Making (MCDM) methods such as AHP, TOPSIS, SAW, ELECTREand using Entropy weighting methods we have prioritized the components of promotion based on business goals. Finally, according to the fact that using the mentioned models had different results, we used the geometric mean of rates methodin finalized the finding ranking. According to the achieved finding, the different elements in order of priority to meet theconsidered business objectives in this studyinclude sales promotion, direct sales by the account managers, public relations and advertising, Objectives or ratings’ criteria.The finding illustrated that although ads are most effective in strengthening the brand, but the other two elements of personal selling and close sales promotion also has the most influence on corporative banking customers. The results of research shows that the most important instruments in advertising is television, in public relations is holding professional seminars for various industries, in advancing the sales is discount in the loan interest rate and fees, and in the in person sales also is verbal marketing by account managers of corporative banking.