DETERMINING THE RIGHT MARKETING-RELATED METRICS TO MAXIMIZE PROFITABILITY IN BANKING

Yıl 2018, Cilt: 7 Sayı: 1, 44 - 63, 30.03.2018

Cagla Burcin Akdogan Nimet Uray Burc Ulengin

https://doi.org/10.17261/Pressacademia.2018.794

Öz

Purpose - Securing a sustainable competitive advantage is
crucial in today’s highly turbulent market environment. One of the requirements
for achieving this objective is understanding the interrelationships between
marketing activities and business performance through the use of a suitable
method of marketing performance assessment. Accordingly, the purpose of this study
is to propose a model that can be used to assess the business performance of
banks from the perspective of marketing resources, marketing activities and
customer-based brand equity.

Methodology - The study employs panel data derived from the banking
industry in Turkey. The model is tested using panel data regression with the
EViews 9 program for short-term and long-term perspectives.

Findings - The analyses show that the business performance of
banks is affected by marketing resources, marketing activities and
customer-based equity with variable impacts affecting short-term and long-term
outlooks.  

Conclusion - Marketing performance assessment is a key requirement for creating the
most effective marketing strategy and that can be done by determining how
marketing-related factors impact business performance. Rather than only
examining the impact of a marketing mix, marketing performance assessments need to employ a comprehensive
approach by also including investigations of the effects of marketing related
resources and customer-based indicators on business performance.  

Anahtar Kelimeler

Marketing performance, panel data, profitability, banking

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