TY  - JOUR
T1  - DETERMINING THE RIGHT MARKETING-RELATED METRICS TO MAXIMIZE PROFITABILITY IN BANKING
AU  - Akdogan, Cagla Burcin
AU  - Uray, Nimet
AU  - Ulengin, Burc
PY  - 2018
DA  - March
DO  - 10.17261/Pressacademia.2018.794
JF  - Journal of Business Economics and Finance
JO  - JBEF
PB  - Dilek TEKER
WT  - DergiPark
SN  - 2146-7943
SP  - 44
EP  - 63
VL  - 7
IS  - 1
LA  - en
AB  - Purpose - Securing a sustainable competitive advantage iscrucial in today’s highly turbulent market environment. One of the requirementsfor achieving this objective is understanding the interrelationships betweenmarketing activities and business performance through the use of a suitablemethod of marketing performance assessment. Accordingly, the purpose of this studyis to propose a model that can be used to assess the business performance ofbanks from the perspective of marketing resources, marketing activities andcustomer-based brand equity. Methodology - The study employs panel data derived from the bankingindustry in Turkey. The model is tested using panel data regression with theEViews 9 program for short-term and long-term perspectives. Findings - The analyses show that the business performance ofbanks is affected by marketing resources, marketing activities andcustomer-based equity with variable impacts affecting short-term and long-termoutlooks. Conclusion - Marketing performance assessment is a key requirement for creating themost effective marketing strategy and that can be done by determining howmarketing-related factors impact business performance. Rather than onlyexamining the impact of a marketingmix, marketing performance assessments need to employ a comprehensiveapproach by also including investigations of the effects of marketing relatedresources and customer-based indicators on business performance.
KW  - Marketing performance
KW  - panel data
KW  - profitability
KW  - banking
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UR  - https://doi.org/10.17261/Pressacademia.2018.794
L1  - https://dergipark.org.tr/en/download/article-file/453407
ER  -