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研究生:羅氏芳藍
研究生(外文):La Thi Phuong Lan
論文名稱:Investigation of Marketing Strategies for Improving Bank Performance – A Case Study of BIDV
論文名稱(外文):Investigation of Marketing Strategies for Improving Bank Performance – A Case Study of BIDV
指導教授:林筱增林筱增引用關係
指導教授(外文):Lin, Hsiao-Tseng
學位類別:碩士
校院名稱:美和科技大學
系所名稱:企業管理系經營管理碩士班
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2019
畢業學年度:107
語文別:英文
中文關鍵詞:marketing strategicbankperformance
外文關鍵詞:marketing strategicbankperformance
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In all over the world, the effects of marketing on business performance are sparingly studied, especially in particular business contexts. Marketing efforts and know-how are instrumental in commercializing ideas and inventions and in running successful business. Nevertheless, the effect of strategic marketing on business performance remains elusive, even despite an established research tradition. This may be due to the fact that the outcomes of strategic marketing are subject to many internal and external influences, making the identification of cause-and-effect linkages very hard. A related issue is that the majority of studies examine only the effects of two or three marketing factors at a time. This is a clear limitation compared to banking reality. The current situation is alarming and several studies emphasize the urgency to demonstrate relationships between marketing inputs, processes and business outcomes. Through this study in BIDV Ha Noi, the author addresses this gap in two ways. First, we examine the influence of four key strategic marketing concept: two market orientation categories (Generation of marketing intelligence, Dissemination of intelligence, Responsiveness), Innovation orientation, and two marketing capability categories (outside-in and inside-out capabilities) on bank performance. Second, these relationships are studied in BIDV Ha Noi. Their relative homogeneity enables testing the generality versus context-specificity of strategic marketing's performance impact. Using SPSS analysis of 305 samples, the results show market orientation, marketing capability and innovation orientation that have significant on BIDV performance. The results of this study show that all of the variables of market orientation have almost the same influence on BIDV performance. Banking-specific results have also considerable managerial relevance.
In all over the world, the effects of marketing on business performance are sparingly studied, especially in particular business contexts. Marketing efforts and know-how are instrumental in commercializing ideas and inventions and in running successful business. Nevertheless, the effect of strategic marketing on business performance remains elusive, even despite an established research tradition. This may be due to the fact that the outcomes of strategic marketing are subject to many internal and external influences, making the identification of cause-and-effect linkages very hard. A related issue is that the majority of studies examine only the effects of two or three marketing factors at a time. This is a clear limitation compared to banking reality. The current situation is alarming and several studies emphasize the urgency to demonstrate relationships between marketing inputs, processes and business outcomes. Through this study in BIDV Ha Noi, the author addresses this gap in two ways. First, we examine the influence of four key strategic marketing concept: two market orientation categories (Generation of marketing intelligence, Dissemination of intelligence, Responsiveness), Innovation orientation, and two marketing capability categories (outside-in and inside-out capabilities) on bank performance. Second, these relationships are studied in BIDV Ha Noi. Their relative homogeneity enables testing the generality versus context-specificity of strategic marketing's performance impact. Using SPSS analysis of 305 samples, the results show market orientation, marketing capability and innovation orientation that have significant on BIDV performance. The results of this study show that all of the variables of market orientation have almost the same influence on BIDV performance. Banking-specific results have also considerable managerial relevance.
ACKNOWLEDGMENTS I
ABSTRACT II
Contents III
Tables V
Figures VI
Chapter1 Introduction 1
1.1 Research background 1
1.2 Aim and Research objective 3
1.3 Significances of the study 3
1.4 Introducing to BIDV 3
1.4.1 Joint Stock Commercial Bank for Investment and Development of Vietnam (BIDV) 3
1.4.2 Main activities 4
1.4.3 Business reputation of BIDV 5
1.4.4. Business performance of BIDV in 2017 5
1.5. Structure of the study 6
Chapter 2 Literature Review 7
2.1 General properties for commercial bank 7
2.2 Performance of commercial banks 8
2.3 Marketing of commercial bank 10
2.3.1 Market orientation 10
2.3.2 Marketing capabilities 10
2.3.3. Innovation orientation 11
2.4 Proposed model for marketing strategies to improve bank performance 12
2.4.1. Strategic marketing on business performance 12
2.4.3. Proposed model for marketing strategies for improving bank performance 14
Chapter 3 Research Methodology 16
3.1 Research Design 16
3.1.1 Quantitative Research 16
3.1.2 Qualitative Research. 17
3.2 Research Model and Hypothesis 17
3.3 Research Methodology 20
3.4 Population and Samplings 21
3.4.1. Population 21
3.4.2. Sampling 21
3.4.3. Data Analysis Techniques 22
3.5. Questionnaire 23
3.5.1. Business performance 23
3.5.2. Responsiveness 23
3.5.3. Innovation orientation 24
3.5.4. Inside-out capabilities 24
3.5.5. Outside-in capabilities 25
3.5.6. Intelligence generation 25
3.5.7. Intelligence dissemination 25
Chapter 4 Research Results and Analysis 26
4.1 Demographic Information 26
4.2 Reliability Analysis 29
4.3 Factor Analysis 32
4.4 Regression Analysis 34
4.4.1. Correlation Matrix of factors 34
4.4.2. Multiple Linear Regressions 35
4.5. Discriminant analysis in demographic variables 39
4.5.1. Gender discrimination 39
4.5.2. Age discrimination 40
4.5.3. Salary discrimination 40
4.5.4. Career discrimination 41
Chapter 5 Conclusions and Recommendations 42
5.1 Summary results of the study 42
5.2 Suggestion for increasing Business Performance 42
5.2.1 Suggestion for Market orientation. 42
5.2.2. Suggestion for marketing capabilities 43
5.2.3. Suggestion for Innovation orientation 44
5.3. Limitations of the study and further research direction 45
5.3.1. Limitation of the study 45
5.3.2. Further research directions 45
References 46
Appendix 1: Questionnaire on Suggesting Marketing Solutions for BIDV 49
Appendix 2: Descriptive Statistic 53
Appendix 3: Reliability Analysis 56
Appendix 4: Factor Analysis 61
Appendix 5: Correlation and Regression Analysis 64
Appendix 6: Discriminant Analysis in Demographic Variables 69
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