Relationship Between Marketing Of Financial Services And Bank Performance In Malaysia : An Empirical Study (1996 - 1998)

In modern times, marketing is the backbone of any successful business activity. The present case study seeks to investigate and explore the nexus between marketing efforts and bank performance. The study is based on a sample of 30 commercial banks in Malaysia covering a three year period 1996 to 19...

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Main Author:	Selvan, Perumal
Format:	Thesis
Language:	eng eng
Published:	2000
Subjects:	HG Finance
Online Access:	https://etd.uum.edu.my/211/1/SELVAN_PERUMAL_-_Relationship_between_marketing_of_financial_....pdf https://etd.uum.edu.my/211/2/1.SELVAN_PERUMAL_-_Relationship_between_marketing_of_financial_....pdf
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id	my-uum-etd.211
record_format	uketd_dc
spelling	my-uum-etd.2112022-06-07T04:35:29Z Relationship Between Marketing Of Financial Services And Bank Performance In Malaysia : An Empirical Study (1996 - 1998) 2000 Selvan, Perumal Sekolah Siswazah Sekolah Siswazah HG Finance In modern times, marketing is the backbone of any successful business activity. The present case study seeks to investigate and explore the nexus between marketing efforts and bank performance. The study is based on a sample of 30 commercial banks in Malaysia covering a three year period 1996 to 1998. In addition to empirical analysis, the findings are supported with six interview discussions conducted with bank executives. In this study, the role of marketing activities is related to bank performance in terms of deposits from customers, loans and profits after taxation. In tracing the relationship with deposits, loans and profits, the Pearson’s Correlation Matrix and Simple Linear Regression were used. Our results show a positive correlation between marketing efforts and bank performance. The study suggests that marketing department of each bank should identify and analyse the impact of marketing efforts of their business and deal with the significant factors towards financial and marketing innovation for improving its competitive advantage. For outsourcing there is a wide scope for establishment of a special 'Financial Services Marketing Agency’ through pooled bank resources. 2000 Thesis https://etd.uum.edu.my/211/ https://etd.uum.edu.my/211/1/SELVAN_PERUMAL_-_Relationship_between_marketing_of_financial_....pdf text eng public https://etd.uum.edu.my/211/2/1.SELVAN_PERUMAL_-_Relationship_between_marketing_of_financial_....pdf text eng public masters masters Universiti Utara Malaysia
institution	Universiti Utara Malaysia
collection	UUM ETD
language	eng eng
topic	HG Finance
spellingShingle	HG Finance Selvan, Perumal Relationship Between Marketing Of Financial Services And Bank Performance In Malaysia : An Empirical Study (1996 - 1998)
description	In modern times, marketing is the backbone of any successful business activity. The present case study seeks to investigate and explore the nexus between marketing efforts and bank performance. The study is based on a sample of 30 commercial banks in Malaysia covering a three year period 1996 to 1998. In addition to empirical analysis, the findings are supported with six interview discussions conducted with bank executives. In this study, the role of marketing activities is related to bank performance in terms of deposits from customers, loans and profits after taxation. In tracing the relationship with deposits, loans and profits, the Pearson’s Correlation Matrix and Simple Linear Regression were used. Our results show a positive correlation between marketing efforts and bank performance. The study suggests that marketing department of each bank should identify and analyse the impact of marketing efforts of their business and deal with the significant factors towards financial and marketing innovation for improving its competitive advantage. For outsourcing there is a wide scope for establishment of a special 'Financial Services Marketing Agency’ through pooled bank resources.
format	Thesis
qualification_name	masters
qualification_level	Master's degree
author	Selvan, Perumal
author_facet	Selvan, Perumal
author_sort	Selvan, Perumal
title	Relationship Between Marketing Of Financial Services And Bank Performance In Malaysia : An Empirical Study (1996 - 1998)
title_short	Relationship Between Marketing Of Financial Services And Bank Performance In Malaysia : An Empirical Study (1996 - 1998)
title_full	Relationship Between Marketing Of Financial Services And Bank Performance In Malaysia : An Empirical Study (1996 - 1998)
title_fullStr	Relationship Between Marketing Of Financial Services And Bank Performance In Malaysia : An Empirical Study (1996 - 1998)
title_full_unstemmed	Relationship Between Marketing Of Financial Services And Bank Performance In Malaysia : An Empirical Study (1996 - 1998)
title_sort	relationship between marketing of financial services and bank performance in malaysia : an empirical study (1996 - 1998)
granting_institution	Universiti Utara Malaysia
granting_department	Sekolah Siswazah
publishDate	2000
url	https://etd.uum.edu.my/211/1/SELVAN_PERUMAL_-_Relationship_between_marketing_of_financial_....pdf https://etd.uum.edu.my/211/2/1.SELVAN_PERUMAL_-_Relationship_between_marketing_of_financial_....pdf
_version_	1747826861483753472

Relationship Between Marketing Of Financial Services And Bank Performance In Malaysia : An Empirical Study (1996 - 1998)

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