Evaluation of quantitative indicators of marketing activities in the banking sector

Adriana Csikósová, Katarína Čulková and Mária Janošková

Journal of Business Research, 2016, vol. 69, issue 11, 5028-5033

Abstract: This study assesses the efficiency of marketing activities in a selected enterprise from the banking sector and proposes measurements that contribute to overall organizational performance. The Balanced Scorecard determines the goals for the enterprise's achievement of business strategy in terms of positive future developments and improved realization of individual marketing activities. Several criteria determine the choice of the enterprise: the enterprise must have a functioning marketing department that receives special attention with the company reserving funds for marketing expenditure. Main indexes from indicators serve to measure the efficiency of marketing activities and to benchmark against competition. Findings show the lagging growth rate of loans of the company compared with the overall market growth rate and the negative growth in customer profitability. Individual proposals present a strategic map, focusing on customers' perspective of performance evaluation in the company.

Keywords: Marketing; Marketing management; Evaluation of efficiency; Bank sector; Slovakia (search for similar items in EconPapers)
Date: 2016
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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:69:y:2016:i:11:p:5028-5033

DOI: 10.1016/j.jbusres.2016.04.075

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