Developing an Instrument to Measure Relationship Marketing Outcomes: The Case of The Greek Banking Sector (Conference presentation)
Santouridis, I./ Trivellas, P./ Stoubou, M./ Σαντουρίδης, Ηλίας/ Τριβέλλας, Παναγιώτης/ Στούμπου, Μ.
Full metadata record
| DC Field | Value | Language |
|---|---|---|
| dc.contributor.author | Santouridis, I. | en |
| dc.contributor.author | Trivellas, P. | en |
| dc.contributor.author | Stoubou, M. | en |
| dc.contributor.other | Σαντουρίδης, Ηλίας | el |
| dc.contributor.other | Τριβέλλας, Παναγιώτης | el |
| dc.contributor.other | Στούμπου, Μ. | el |
| dc.date.accessioned | 2016-06-01T18:44:50Z | - |
| dc.date.available | 2016-06-01T18:44:50Z | - |
| dc.identifier.citation | International Conference on Contemporary Marketing Issues (ICCMI) 13 – 15 June 2012 Thessaloniki, Greece | - |
| dc.identifier.uri | http://195.251.240.227/jspui/handle/123456789/1240 | - |
| dc.description | Άρθρο Συνεδρίου--ΑΤΕΙΘ, 2012 | - |
| dc.format.extent | 497Kb | - |
| dc.relation.ispartof | International Conference on Contemporary Marketing Issues (ICCMI) | - |
| dc.rights | Default License | - |
| dc.rights | Το τεκμήριο πιθανώς υπόκειται σε σχετική με τα Πνευματικά Δικαιώματα νομοθεσία | - |
| dc.rights | This item is probably protected by Copyright Legislation | - |
| dc.source.uri | http://195.251.240.227/jspui/handle/123456789/1176 | - |
| dc.source.uri | http://www.mba.teithe.gr/wp-content/uploads/courses/ICCMI2012CONFERENCEPROCEEDINGS.pdf | - |
| dc.subject | Relationship marketing | en |
| dc.subject | Banking | en |
| dc.subject | Performance monitoring | en |
| dc.subject | Scale development | en |
| dc.subject | Mάρκετινγκ σχέσεων | el |
| dc.subject | Τραπεζικές εργασίες | el |
| dc.subject | Παρακολούθηση επιδόσεων | el |
| dc.subject | Ανάπτυξη κλίμακας | el |
| dc.title | Developing an Instrument to Measure Relationship Marketing Outcomes: The Case of The Greek Banking Sector | en |
| heal.type | conferenceItem | - |
| heal.type.en | Conference presentation | en |
| heal.dateAvailable | 2016-06-01T18:45:50Z | - |
| heal.language | en | - |
| heal.access | free | - |
| heal.recordProvider | Σχολή Διοίκησης και Οικονομίας / Τμήμα Διοίκησης Επιχειρήσεων | el |
| heal.publicationDate | 2012-06 | - |
| heal.bibliographicCitation | Santouridis, I. , Trivellas, P. & Stoubou, M., 2012, 'Developing an Instrument to Measure Relationship Marketing Outcomes: The Case of The Greek Banking Sector', ICCMI, 13 – 15 June 2012 Thessaloniki, Greece, Alexander Technological Educational Institute (ATEI) of Thessaloniki, Thessaloniki, pp. 384-389. | en |
| heal.abstract | Contemporary economy force companies to depart from traditional marketing doctrines and adopt a customercentric approach by focusing on managing customer relationships. Banks were among the pioneers in developing and implementing relationship marketing strategies, since they were between the first recipients of the radical changes that took place in global economy in recent years. This study is part of an ongoing research project aiming to develop an instrument to measure the outcome of the implementation of relationship marketing strategies by investigating how customers experience this approach. Field research was conducted among customers of Greek banks, utilizing an intervieweradministered questionnaire. Exploratory factor analysis was then performed on the collected data in order to identify latent factors among the questionnaire items. The results obtained were very encouraging, since 7 factors were extracted. Following an examination of the items’ loadings on each factor, they were labeled as relationship value, crisis management, personalized sales, customer focus, flexibility, communication quality and reliability. Future work involves the verification and refinement of the emerged instrument’s dimensions by executing field research in different business settings. Furthermore, the examination of the instrument’s dimensions effects on typical relationship marketing performance indicators, such as customer satisfaction, loyalty and switching barriers, is also planned. | en |
| heal.publisher | Alexander Technological Educational Institute (ATEI) of Thessaloniki, Department of Marketing | en |
| heal.publisher | Bucks New University | en |
| heal.fullTextAvailability | true | - |
| heal.conferenceName | International Conference on Contemporary Marketing Issues (ICCMI) | en |
| heal.conferenceItemType | full paper | - |
| heal.type.el | Δημοσίευση σε συνέδριο | el |
| Appears in Collections: | ICCMI (2012) | |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| Santouridis_Trivellas_Stoubou_Developing_an_Instrument_to_Measure.pdf | 497.6 kB | Adobe PDF | View/Open |
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