Saugiausių pasaulio banko lojalumo programų smulkiam ir vidutiniam verslui analizė

With the increasing service quality standards in financial organisations, customer retention tools gain more significance. The banking sector is not an exception in this context as loyalty programmes have become an important tool to retain small and medium enterprises (hereinafter – SMEs) as customers which generate a considerable portion of the bank’s income. It is assumed that the world’s safest banks also have their loyalty programmes in place to retain the SMEs segment, however the unclear extent and characteristics of these programmes presupposes the need for empirical research. First of all, the article elaborates on the concept of loyalty programmes and its typologies, furthermore, it proves the need and importance of bank loyalty programmes to SMEs and after the survey methodology is formed, the magnitude and specificity of the world’s safest banks’ loyalty programmes designed to SMEs are empirically analysed. The accomplished analysis of the national context, types, characteristics and reward parameters of loyalty programmes shows consistent empirical and statistical patterns, which are significant for the marketing science and practice.Didėjančių reikalavimų finansų organizacijų paslaugų kokybei fone vartotojų išlaikymo priemonės įgyja vis didesnę reikšmę. Šiuo aspektu ne išimtis ir bankininkystės sektorius, kur lojalumo programos tapo svarbia smulkaus ir vidutinio verslo (toliau – SVV) kaip vartotojų, generuojančių didelę banko pajamų dalį, išlaikymo priemone. Spėjama, jog saugiausi pasaulio bankai taip pat taiko lojalumo programas SVV segmentui išlaikyti, tačiau neaiškūs šių programų taikymo mastai bei specifika suponuoja poreikį atlikti empirinį tyrimą. Visų pirma straipsnyje aptarta lojalumo programos koncepcija, lojalumo programų tipologijos; atskleistas bankų lojalumo programų SVV poreikis ir reikšmė; parengus tyrimo metodiką, empiriškai ištirti saugiausių pasaulio bankų SVV segmentui taikomų lojalumo programų mastai bei specifika. Lojalumo programų nacionalinio konteksto, tipų, pobūdžio bei atlygio parametrų nagrinėjimas leido nustatyti empirinius statistinius dėsningumus, kurie yra reikšmingi marketingo mokslui bei praktikai

Marketingo priemonių efektyvumo esmė ir vertinimo galimybės

The measurement of the effectiveness of marketing tools is the utmost gap in surveys of mosaic of marketing effectiveness. Research in this field proposes a wide range of possibilities to measure the effectiveness of marketing tools, nevertheless, measurement of its elements (return and cost of marketing) remains an unexplored field in scientific literature. Hence the authors of this research elaborate on the conceptual essence of marketing tools effectiveness and measurement of its elements. Firstly, different approaches to marketing effectiveness are reviewed. Readers are also introduced to dimensions, components, as well as with a chain of causes and outcomes of marketing effectiveness. Therefore, we attempt a critical evaluation of measurement of marketing tools effectiveness. Finally, estimation of core problems of measurement of return on marketing and marketing cost are generalized.Marketingo efektyvumo (angl. eff ectiveness) tyrimų mozaikoje didžiausia spraga – marketingo efektyvumo nustatymas. Tyrimai šioje srityje pateikia platų marketingo efektyvumo nustatymo metodikų spektrą, tačiau atskirų marketingo priemonių efektyvumo elementų (marketingo grąžos ir marketingo sąnaudų) nustatymas mokslinės literatūros plotmėje lieka neatskleistas. Šio straipsnio autoriai konceptualizuoja marketingo efektyvumą ir marketingo efektyvumo elementų nustatymą. Pirmiausia straipsnyje nagrinėjami skirtingi autorių požiūriai į marketingo efektyvumo koncepciją. Autoriai taip pat pateikia marketingo efektyvumo dimensijas, dedamąsias bei marketingo efektyvumo priežasčių-pasekmių grandinę. Straipsnio pabaigoje išskiriamos kertinės marketingo grąžos ir marketingo sąnaudų nustatymo problemos

Conceptualization of the effectiveness of marketing tools

The measurement of the eff ectiveness of marketing tools is the utmost gap in surveys of mosaic of marketing eff ectiveness. Research in this fi eld proposes a wide range of possibilities to measure the eff ectiveness of marketing tools, nevertheless, measurement of its elements (return and cost of marketing) remains an unexplored fi eld in scientific literature. Hence the authors of this research elaborate on the conceptual essence of marketing tools effectiveness and measurement of its elements. Firstly, diff erent approaches to marketing eff ectiveness are reviewed. Readers are also introduced to dimensions, components, as well as with a chain of causes and outcomes of marketing eff ectiveness. Th erefore, we attempt a critical evaluation of measurement of marketing tools eff ectiveness. Finally, estimation of core problems of measurement of return on marketing and marketing cost are generalized

Loyalty programmes for small and medium enterprises applied by the world's safest banks

With the increasing service quality standards in financial organisations, customer retention tools gain more significance. The banking sector is not an exception in this context as loyalty programmes have become an important tool to retain small and medium enterprises (hereinafter – SMEs) as customers which generate a considerable portion of the bank’s income. It is assumed that the world’s safest banks also have their loyalty programmes in place to retain the SMEs segment, however the unclear extent and characteristics of these programmes presupposes the need for empirical research. First of all, the article elaborates on the concept of loyalty programmes and its typologies, furthermore, it proves the need and importance of bank loyalty programmes to SMEs and after the survey methodology is formed, the magnitude and specificity of the world’s safest banks’ loyalty programmes designed to SMEs are empirically analysed. The accomplished analysis of the national context, types, characteristics and reward parameters of loyalty programmes shows consistent empirical and statistical patterns, which are significant for the marketing science and practice

Marketingo priemonių efektyvumo esmė ir vertinimo galimybės

The measurement of the effectiveness of marketing tools is the utmost gap in surveys of mosaic of marketing effectiveness. Research in this field proposes a wide range of possibilities to measure the effectiveness of marketing tools, nevertheless, measurement of its elements (return and cost of marketing) remains an unexplored field in scientific literature. Hence the authors of this research elaborate on the conceptual essence of marketing tools effectiveness and measurement of its elements. Firstly, different approaches to marketing effectiveness are reviewed. Readers are also introduced to dimensions, components, as well as with a chain of causes and outcomes of marketing effectiveness. Therefore, we attempt a critical evaluation of measurement of marketing tools effectiveness. Finally, estimation of core problems of measurement of return on marketing and marketing cost are generalized

Saugiausių pasaulio banko lojalumo programų smulkiam ir vidutiniam verslui analizė

With the increasing service quality standards in financial organisations, customer retention tools gain more significance. The banking sector is not an exception in this context as loyalty programmes have become an important tool to retain small and medium enterprises (hereinafter – SMEs) as customers which generate a considerable portion of the bank’s income. It is assumed that the world’s safest banks also have their loyalty programmes in place to retain the SMEs segment, however the unclear extent and characteristics of these programmes presupposes the need for empirical research. First of all, the article elaborates on the concept of loyalty programmes and its typologies, furthermore, it proves the need and importance of bank loyalty programmes to SMEs and after the survey methodology is formed, the magnitude and specificity of the world’s safest banks’ loyalty programmes designed to SMEs are empirically analysed. The accomplished analysis of the national context, types, characteristics and reward parameters of loyalty programmes shows consistent empirical and statistical patterns, which are significant for the marketing science and practice