The banking industry and the media

Hoekstra, Janny; Zwart, P.S.

doi:10.1002/dir.4000070406

Cited by 4 publications

(3 citation statements)

References 8 publications

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“…In the 1990s, when email was originally called postal mail, it was considered direct marketing medium by marketers (Hoekstra & Zwart 1993). The original aim of emailing was not limited to the establishment of new customer interaction and communication, but also to maintain the existing customer connection, as well as the creation of customer loyalty (Khuu & Do, 2018).…”

Section: Email Marketingmentioning

confidence: 99%

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2022

EJHTR

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The study examined the relationship between digital marketing and consumer behavioral pattern in fast food business enterprises in Yenagoa, Bayelsa State. Two dimensions of digital marketing which were social media marketing and email marketing were adopted for the study to narrow down the scope, and also customer loyalty was adopted as a measure of consumer behavioral pattern to enable the study ascertain the relationship between the two variables. Both variables were analyzed extensively alongside their dimensions and measure. The conducted a survey of empirical works on the subject matter, forming a basis for the establishment of the justification for the study. The study adopted the Commitment Trust Theory developed by Robert and Shelby (1994), which is premised on the value of trust and commitment to the buying behaviour of customers. In order to further the study, primary data was generated from the administration of 200 copies of a questionnaire to a total of 200 customer respondents of the fast-food enterprises in Yenagoa, Bayelsa State. The Pearson correlation coefficient method was used in the analysis of the data to establish a relationship between the variables, and pointed to a positive relationship between both social media, and email marketing as dimensions of digital marketing, and customer loyalty as a measure of consumer behavioral pattern.

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Section: Email Marketingmentioning

confidence: 99%

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2022

EJHTR

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“…Many customers are extremely irritated by the constant barrage of``junk mail'',``junk call'' and``junk e-mail'', and consider it an intrusion of privacy (Allen, 1997;Bloom et al, 1994;Dewitt-Elmer, 1994;Geller, 1996;Hoekstra and Zwart, 1993;Maynard and Taylor, 1996;Petrison and Wang, 1993;Smith, 1998). It is important to note that the response rate to direct mail marketing is only one to two per cent (Geller, 1996), which raises the question of whether, when 98 to 99 per cent is being thrown away, there is an adverse impact on the environment from direct mail marketing (Maynard and Taylor, 1996;Petsky, 1994).…”

Section: Banks and Direct Marketingmentioning

confidence: 99%

Bank managers’ direct marketing dilemmas – customers’ attitudes and purchase intention

Page

Luding²

2003

International Journal of Bank Marketing

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If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.comEmerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services.Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation. AbstractDownloaded by University of Mississippi At 08:12 18 June 2015 (PT)[ 157 ]Carole Page and Ye Luding Bank managers' direct marketing dilemmas ± customers' attitudes and purchase intention

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“…Direct marketing is a form of marketing that aims at establishing and maintaining long term, structural, direct relationships between a supplier and its customers (Hoekstra and Zwart, 1993;Raaijmaakers et al, 1992). A relationship develops through regular interaction, in which both parties respond to one another's actions.…”

Section: Introductionmentioning

confidence: 99%

Conjoint experiments for direct mail response optimization

Vriens

Scheer

Hoekstra

et al. 1998

European Journal of Marketing

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Given the growing number of firms that use direct mail, it is important to develop methods to improve response rates. Better selection methods are useful for this improvement; determining the important characteristics of the mailing and constructing an optimal design is another way to improve the response. In this paper we focus on the latter. A framework is presented to obtain the optimal direct mail design. We propose and compare two ways of data collection, one in an experimental setting and one in a field‐experimental setting. Both approaches are illustrated with an empirical application for a charity institution, referring to the development of an optimal design of an envelope and a letter.

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The banking industry and the media

Cited by 4 publications

References 8 publications

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Bank managers’ direct marketing dilemmas – customers’ attitudes and purchase intention

Conjoint experiments for direct mail response optimization

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