零售銀行業(yè)國際營銷戰(zhàn)略研究-在線瀏覽
2025-02-19 20:58本頁面
【正文】 題及今后進一步研究的建議 managerial implications andsuggestions for future research ? 一些思考 thinks ? Leighann C. Neilson *尼爾森 ? is Assistant Professor of Marketing in the Sprott School of Business at Carleton University (Canada). Her research interests are related to social and cultural influences on marketing, interpretative and qualitative research methods, marketing history, and marketing in cultural institutions. 作者簡介 authors ? Megha Chadha查德哈 ? is a Master of Business Administration graduate from the Sprott School of Business at Carleton University (Canada). 作者簡介 authors 摘要 Abstract ? This study presents an overview of An analysis of the marketing strategy of ICICI Bank in Canada reveals that a transnational analysis illustrates that the blend of various variables in the services marketing mix (ie price, place, promotion, participants, physical evidence, and process) can help in attaining customer satisfaction. 關(guān)鍵詞 Keywords ?International bank marketing, customer satisfaction in banking, retail banking ?術(shù)語 terms ? 國際營銷 International marketing 商品和勞務(wù) 一個以上國家 ? 顧客滿意度 Customer Satisfaction 可感知效果 期望值 產(chǎn)品滿意、服務(wù)滿意和社會滿意 ? 零售銀行 Retail Banking 消費者和小企業(yè) 研究背景 significance of research ? 顧客滿意度是重要評價尺度 ? 顧客滿意度的標準提高 ? 新產(chǎn)品或新市場 ? 營銷組合變量如何定制？適應(yīng)化修改？ 研究背景 significance of research ? 理論研究 theory of research 市場相似性 統(tǒng)一的營銷策略 分享資源 國外環(huán)境調(diào)整 適應(yīng)局部區(qū)域的營銷組合變量 ? 采用個案研究銀行：印度工業(yè)信貸投資銀行ICICI加拿大分行 ? 本研究說明了一個國際銀行成功制定營銷組合戰(zhàn)略適應(yīng)本國移民國外目標市場的需求，形成顧客忠誠度和長期利潤。 研究背景 significance of research 研究框架 frameworks
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