Financial marketing as a tool for customer loyalty in national banking
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Keywords

Marketing
Financial Marketing
Loyalty
Clients
National Banking

How to Cite

Vasquez, M., & Naranjo, E. (2021). Financial marketing as a tool for customer loyalty in national banking. Minerva, 2(6), 43-49. https://doi.org/10.47460/minerva.v2i6.41

Abstract

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 and applied 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.

https://doi.org/10.47460/minerva.v2i6.41
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HTML

References

J. Madura, «Marheting Financiero y Empresas,» Florida Atlantic University, p. 253, 2021.

A. Bouzada, «Respuesta de los bancos locales a la caída de las tasas internacionales a partir del año 2008,» Universidad de la República de Uruguay, 2020.

O. Mehecha, «Estrategias competitivas de marketing financiero en el sector bancario: Percepción del cliente,» Revista Venezolana de Gerencia, vol. 24, nº 88, 2019.

E. Núñez, «El Marketing Financiero: Evolución de las entidades Bancarias,» Organización de Empresas, Marketing y Sociología, 2015.

C. Rodríguez, «Análisis De Las Estrategias De Fidelización Como Apoyo A Las Principales Entidades Prestadoras De Servicios Financieros En Colombia,» Universidad Militar de Nueva Granada, p. 20, 2017.

V. Mesén, «Fidelización de clientes: concepto y perspectiva contable,» Tec Empresarial, 2017.

C. Mertzanis, «Marketing Financial Services and Products in Different Cultural Environments,» Risk and Contingency Management, Enero 2017.

D. Bapat, «Marketing of Financial Services,» Biztantra Publications, agosto 2014.

A. Meidan, «Marketing Financial Services,» Sheffield University, Management SchoolUK, 1996.

E. Ehrlich and D. Fanelli, «The Financial Services Marketing Handbook,» John Wiley & Sons, Inc., Hoboken, New Jersey, 2012.

A. Ahmad and N. Raja, «Determinants of Customer Loyalty: A Review and Future Directions,» Australian Journal of Basic and Applied Sciences, Julio 2018.

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

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