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African Journal of Business Management Vol.6 (44), pp. 10925-10937, 7 November 2012Available online at http://www.academicjournals.org/AJBMDOI: 10.5897/AJBM11.2554ISSN 1993-8233 2012 Academic JournalsFull Length Research PaperSurvey on the effectiveness of promotional andcommunication strategies adopted by financial servicesFarhad Sadeh*, Rosa H. Birjandi and Alireza MiremadiSharif University of Technology-International Campus, Iran.Accepted 7 March, 2012High volume domestic and international trade and business and their risks, force companies andbusiness people to use financial services such as banks and insurance companies much more thanever. However, heavy competition in this industry impels financial service managers to work hard ontheir marketing strategies and plans. Promotion and communication tools are one of the mostimportant parts of each marketing campaign but they are usually very costly and marketing managershave to find and use more effective techniques to manage their budget limitation. Today financialservice marketing is very important because of the heavy competition in this market so promotion andcommunication strategies are very important tools for success. The other problem is budget limitation;it forces the marketers to search for more effective promotion tools based on target market and productor service life cycle stage but there is very little research in this area. The purpose of this study is toidentify the most important promotional and communication strategies in financial services industryand to investigate their effectiveness for some demographic segments. We started with an exploratoryresearch on financial services marketing to discover promotional strategies adopted by them. Thestudy gradually shifted from exploratory research to quantitative research. The research is applied, andsurvey method is used for data gathering. In addition to descriptive statistics, Friedman Test is used forfinding the order of importance of the identified strategies. After prioritizing promotion andcommunication tools and strategies we investigated more detailed results by demographic andbusiness type categories and provide the rank orders and introduce the most effective promotion andcommunication strategies for informing, persuading and reminding financial service customers.Key words: Promotion, financial service, bank, insurance, marketing communication.INTRODUCTIONThe financial services such as banks and insurancecompanies are the most important part of business andtrade. No one can do business without these kinds ofservices but there is heavy competition in theseindustries because there are so many financialinstitutions in the world and they produce a lot of servicesto absorb customers.In traditional form of the financial services industry,customers do not have variety of options in terms ofselecting financial services and channels. Inflexibility offinancial service providers and cartels’ operation forced*Corresponding author. E-mail: far sad2@yahoo.com. Tel: 989133140173.customers to accept financial services’ price and style(Beckett et al., 2000).In this competitive environment, marketing andespecially promotional tools and plans are very importantfactors for success in the market. The competitionbetween commercial banks as well as amongst financialinstitutes has forced them to devise strategic marketingplan and use research techniques (Kaynak and Whiteley,1999). On the other hand, budget limitation forces theseorganizations and their marketing managers to find mosteffective promotional strategies to devise a productiveand efficient strategic marketing plan. Brandmanufacturers are facing intense competition fromdomestic and foreign brands, resulting in rising promotioncosts and shrinking profit margins (Kotler and Keller,2009).
10926Afr. J. Bus. Manage.After a deep review of the related literature, we found agap in investigating most effective promotion andcommunication tools. Prior researches either havefocused on one or several tools but not all of the tools, orstudy promotion tools in other areas than financialservices, or have considered the special conditions.Clemesv et al. (2010) studied the customer switchingbehavior in the Chinese retail banking industry. Theresearchers in that study investigated the factorsaffecting consumer switching behavior. In another study,Lewis (1993) revealed that there are difficulties inattracting the youth population (for example collegestudents) and the extent that bank advertising andpromotions had little effect on college students’ selectioncriteria of offerings (Blankson et al., 2007). Blankson etal. (2007) conducted a research on determinants ofbanks selection in USA, Taiwan and Ghana. AlbersMiller and Straughan (2000) studied financial servicesadvertising in eight non-English speaking countries. Theystate that, there were some similarities between thecountries, and there were also remarkable differences.Some scholars have recommended aggressivepromotion of financial services to impart informationexternally (Yavas et al., 1997). Corporate communicationand advertising are defended as important ways to helpreduce consumers' perceived risks (Albers-Miller andStraughan, 2000; Davies, 1996).Other researchers also studied related subjects.Examples include: Measuring the effectiveness ofinteractive media by Stewart and Pavlou (2002), theinfluential role of marketing, sales, EDP/systems andoperations by Papastathopoulou et al. (2006), and theeffects of image and advertising efficiency on customerloyalty and antecedents of loyalty by Cengiz et al. (2007).However, to the best of our knowledge, there is noresearch investigating all promotion and communicationtools that can be used in financial services and the orderof their effectiveness.LITERATURE REVIEWOur review of the related literature identified a gap ininvestigating the most effective promotion andcommunication tools for the financial services industry.Prior researches have either focused on one or moretools but not all of the tools, or have studied promotiontools in other industries or special cases of financialservices.Michael et al. (2010) studied the customer switchingbehavior in the Chinese retail banking industry. Theresearchers in that study investigated the factors whichaffect consumer switching behavior. An example was theinfluence of promotion activity of the competing bank ondecision to switch banks. In another study, Barbara(1993) revealed that there are difficulties in attracting theyouth population (for example, college students) and tothe extent that bank advertising and promotions had littleeffect on college students’ selection criteria of offerings(Blankson et al., 2007).Charles et al. (2007) conducted a research ondeterminants of bank selection in USA, Taiwan andGhana. They recommend that: Bank managers couldpursue all or any of the four sets of constructs identifiedfor industrialized and newly industrialized economieswhile three constructs may be employed in liberalizeddeveloping countries as benchmarks in their currentand/or future marketing deliberations. These constructsare competence, recommendation by peers, free banking(no bank charges). Bank managers and advertisingexecutives in liberalized developing economies may alsoinclude ―convenience‖ as an important construct in theirmarketing strategies and tactics.‖Nancy and Robert (2000) studied financial servicesadvertising in eight non English speaking countries. Theresearchers imply that, there were some similaritiesbetween the countries, and there were also remarkabledifferences. For many of the countries, in financialservices advertisements, the most commonly used werethe appeals to service quality.Some scholars have recommended aggressivepromotion of financial services to impart informationexternally (Yavas et al., 1997). Corporate communicationand advertising are defended as important ways to helpreduce consumers' perceived risks (Albers-Miller andStraughan, 2000; Davies, 1996).Other researchers also studied related subjects suchas measuring the effectiveness of interactive media byStewart and Pavlou (2002), the influential role ofmarketing, sales, EDP/systems and operations byPaulina et al. (2006), and the effects of image andadvertising efficiency on customer loyalty andantecedents of loyalty by Cengiz et al. (2007). However,there is lack of investigation of all promotion andcommunication tools which can be used in financialservices and the order of their effectiveness.The marketers should plan for marketing activities as acomplete integrated marketing program to create,communicate and deliver value to their customers.McCarthy formulized all forms of marketing activities asmarketing mix of four broad kinds, which he called thefour Ps of marketing: product, price, place and promotion(Kotler and Keller, 2009).Kitchen and Pelsmacker (2004) say that, indicative ofso many other marketing activities, IMC appears to bedefined by those who are implementing it. Kaye (1999)argued that the generally accepted definition of IMC isself-limiting because its focus is on external, tabase and direct marketing and interactive media.There are so many different definitions and ideas of whatIMC is about and what it entails, right through to itsimplementation. Thus, the conceptualization of IMC is stillvague and uncertain. Yet, despite doubts and misgivings,IMC has become the dominant mode or paradigm forexplaining how marketing communications works.
Sadeh et al.The elements of the promotional mix vary in theireffectiveness as outlined by Fill (1995) who discussed theability of each element to communicate, the likely overallcosts, and the control maintained. Each element thus hasa different capacity to communicate and to achievedifferent objectives (Kitchen and Pelsmacker, 2004).Further challenges to advertising effectiveness haveemerged in the last decade, particularly in relation togrowing globalization of markets and the need toconsider cross-cultural communication and to understandthe extent to which advertising can be standardizedacross national borders versus being localized to meetthe requirements and preferences of specific markets.Standardization of advertising can also assist in brandimage consistency across markets (Kotabe and Helsen,1998). It also offers considerable economies of scale.However, even when similar campaigns are usedacross multiple countries, international differences inculture, legal and/or regulatory requirements may meanthat one or more element of the advertisement may berequired to be tailored to local conditions to be effective,or legal (Boyd et al., 1998).Much of the value of producing a marketingcommunication plan will be wasted unless a verythorough system of measurement is installed. A gooddeal of the necessary evaluation can be done in-houseand at little cost (Hart, 1999).Financial servicesFinancial services refer to services provided by thefinance industry. The finance industry encompasses abroad range of organizations that deal with themanagement of money. Among these organizations arecredit unions, banks, credit card companies, insurancecompanies, consumer finance companies, stockbrokerages, investment funds and some governmentsponsored enterprises (Wikipedia, 2010).As of 2004, the financial services industry representedtwenty percent of the market capitalization of the S and P500 in the United States (ContraryInvestor, 2004). Thefinancial services industry includes firms that deal withthe management, investment, transfer, and lending ofmoney.Though every company handles money in the course ofdoing business, financial institutions actually makemoney their business; rather than selling a line ofphysical products, they offer customers their fiscalexpertise. The industry itself is very large, encompassingeverything from small, local banks to the multinationalinvestment banks regularly featured in news headlines(wikiinvest, 2011).Service marketingOver the past two decades, the growth of interest inservices marketing phenomena has risen significantly10927(Bitner, 1997; Lovelock and Wright, 1999). A particularconcern to both practitioners and scholars has been thedetermination of the most effective means to marketservice products (Berry and Parasuraman, 1993).An exhaustive overview of the services advertisingliterature conducted several years ago highlighted theneed for closer examination of message factors (forexample, the structure and execution of advertisements)as one area in critical need of further explication (Tripp,1997). In this light, the question has been raised, ―areservices advertisers using integrated marketingcommunications?'' (Tripp, 1997)Integrated marketing communication may take manyforms (Cornelissen and Lock, 2000), yet in each case theunderlying thrust is the coordination of various marketingcommunication devices (for example advertising, directmarketing, etc.) to create a unified message. Sinceintegrated marketing communication (IMC) has thepotential to produce a strong focus for an offering (Glenand Phelps, 1994; Schultz et al., 1993), IMC would seemto be a particularly attractive tool for advertisers toaccommodate the intangibility present in services.Yet, since some service offerings are more intangiblethan others (Shostack, 1977; Zeithaml, 1981), it is logicalto expect some variation in the application of IMC toservices. Nevertheless, consider the value addeddimension that typically emerges for Southwest Airlinesor Barnes and Noble's stores through their integration ofsales promotion, brand advertising, and direct responsefeatures in a single advertisement; such an effort inclarity, consistency and maximum communication impact(Grove et al., 2002; Sirgy, 1998; Stone, 1994).Financial service marketingIn the competitive environment of financial services, thereis constant pressure to innovate and develop new waysto improve promotions and marketing communicationsand using most effective tools in this way.According to Kaynak and Whiteley (1999) competitionamongst commercial banks as well as between banksand other financial institute types forced them tointroduce strategic marketing and research techniquesand concepts. Many examples show that commercialbanks become customer driven by focus on almostuniversal mission and becoming more market-oriented(Kaynak, 1986).Kaynak and Whiteley (1999) claims that commercialbanks should know customers' attitudes, perceptions,knowledge structures and behavioral tendenciesextensively, if they made significant market program andplans and effective marketing strategies are to bedeveloped and established. Also bank’s target customers’image should be align with the services which the bankoffers (Whiteley, 1999).The needs of present and potential customers of thebank should be the most important concern of the bank
10928Afr. J. Bus. Manage.(Berry and Parasuraman, 1991). Commercial banksshould apply the marketing concepts regardingcustomers perceived service quality, the service typewhich customers desire the most and especially the typeof service delivery that customers wish, becausemarketing is a customer-oriented activity.Earlier researches results, based on the same basicframework, have shown that customer directed banking isnot always situated properly. So, commercial banksshould try more to provide services they assumed theircustomers desired, or which their competitors provided(Kaynak and Yavas, 1985).It is obvious that financial service providers have notbeen consider their customer needs and wants and theirselected target market segment in the past (Kaynak andKucukemiroglu, 1993). A commercial bank's marketingorientation is partially determined by the marketsegments in which it operates and performs, namely thesecurity oriented, interaction oriented or task orientedsegments (Peattie and Peattie, 1994).RESEARCH METHODSThe purpose of this study is to find promotional and communicationstrategies adopted by financial services and their level ofeffectiveness in Iran. In other words, the objective is to answer thefollowing research questions:1. What are the most important promotional strategies in financialservices industry?2. How effective are the promotional strategies in financial servicesindustry?3. What is the order of importance of the strategies?We started with conducting an exploratory research on financialservices to determine the promotional strategies adopted by them.The research gradually shifted from exploratory research toquantitative research. According to Fisher (2007), a surveyapproach is suitable when the researcher is trying to obtain a broadand representative overview of a situation. In this research surveymethod was used for data gathering. In addition to descriptivestatistics, Friedman Test was used to provide a rank order withrespect to the importance of the identified strategies.Variables and constructsThrough extensive literature review and conducting deep interviewswith the experts, we identified five constructs and twenty threevariables. Marketing thinkers have identified promotional mix andcommunication strategies in different ways and while there aresimilarities in their models there are some differences. We foundfive common strategies in the most credible contexts, advertising,publicity and public relation, personal selling, direct marketing andsales promotion. These are the five constructs used in this study.We also found some tools for each strategy, which we denote asvariables in this study.SamplingIn this research, a systematic probability sampling was selected asthe sampling method. The customers of financial services in Iranwere sampled to respond to the questionnaires. To achieve diverseresponse from a expand scope of ideas, age, education, incomeand type of financial services used, different places such ashopping center, club, university and some big companies wereselected for distributing questionnaires. In these places from eachfive entrants, the first one was selected to fill out the questionnaire.The minimum required sample size was calculated using thefollowing equation which is suggested by Hair et al. (2007):Sample size [DC * TV / DP] 2Where DC is the number of standard errors corresponding to thelevel of confidence, TV is the standard deviation of the population,and DP, the desired precision.The characteristics are measured using scale of 1through 7 andthe estimated standard deviation would be (7-1)/4 1.5 based on theassumption that the distribution of the responses is normal. Thenormality test result is shown later. Business researchers typicallyuse a confidence interval of plus or minus 2 standard errors (95%)in normal distribution (Hair et al., 2007). Consulting with someprofessionals, we determined the acceptable precision to be 0.2.Therefore, the minimum required sample size would be [2 * 1.6 /0.2] 2 225According to Fisher (2007) the number of distributedquestionnaires will have to be larger than the minimum requiredand the response rate of 30% is considered very good. In this study700 questionnaires were distributed and 340 questionnaires werereturned providing a 48.5% response rate.The result of our descriptive analysis about the participants in thisstudy is provided in Table 1.Data collectionStudy focused on the promotion and communication strategies andtools used by financial services market. Information was gatheredusing both qualitative and quantitative methods from secondarydata and primary data. We started with an exploratory research ofexisting literature on promotion and communication strategies thatcan be used in financial services industry in the marketing context.We then continued with a qualitative research by conductingstructured interview among financial service marketingprofessionals to confirm and validate the factors which had beenextracted from previous literature or to determine the newapproaches which can be used in this market. We conducted eightstructured interviews with financial marketing professionals in stateand private banks. The interviews were done exactly in the sameway and the same sequence for all interviewees to prevent theprobability of introducing biases that results the incompatibility ofinterviewing process. A list of factors which had been gathered fromliterature was prepared n advance and the interviewees explainedtheir ideas about the factors and were asked to suggest new factorsif they could.After that we conducted a quantitative research by developingand administering structured questionnaire among financialservices’ customers in order to measure the effectiveness of thefactors that had been determined in the previous steps. We usedself completion method to complete the questionnaire. Thequestionnaire included a set of preordained questions to collectdata from financial service customers.The questionnaire was designed based on factors which wereextracted from existing literature related to financial servicemarketing and promotional strategies contexts. The questionnairewas distributed between ten financial service customers to makesure that the questions are understandable and to revise andfinalize the questionnaire.For assuring the accuracy of collected data, we performedappropriate design, wording and validation of the questionnaire bypretest and also carrying method of administration.
Sadeh et al.10929Table 1. Demographic breakdown of the 1PrivateStateTotal1012053063429.760.390.010.0 2020-3031-4041-50 50Total1716988353033915.049.725.910.38.899.70.3 400000400000-600000600000-800000800000-1000000 .15.9MenWomenTotalMissing systemFinancial service typeValidMissing systemType of InstitutesValidMissing systemAgeValidMissing systemIncomeValidMissing SystemMeasurementOur questionnaire is divided into four sections. In section one,individuals were asked to answer some descriptive informationabout themselves such as, education, gender, income range, andthe financial service they had used. In section two and three, a setof questions were designed to evaluate variables related to ourhypothesis. In this section all questions had seven point Likert scaleresponses. The respondents were asked to reflect the extent ofinfluence of variables on the measured variable from very high tovery low. In the last section, there were three multiple choicequestions which respondents were asked to measure theeffectiveness of promotion strategies related to their three expectedresults.Evaluating measurement scaleReliability of the questionnaire was examined by calculating theCronbach’s alpha. The total Cronbach’s alpha of all 23 measures is0.920 which is above the cut-off value (0.70) recommended byNunnally and Bernstein (1994) and the reliability of thequestionnaire is considered high (Hair et al., 2007). Table 2 showsthat Cronbach’s alpha for each of the 23 items is also more than0.7. The Cronbach’s alpha and statistics were calculated by SPSS16 for the data in this research.To illustrate content validity or face validity, we conducted eightinterviews with financial marketing professionals in state and privatebanks and insurance companies to validate the items and variablewhich are extracted from related literature and to find new itemsthat are used or can be use in Iran’s market.In addition, after collecting data from interviews, we consultedwith two marketing professors to verify the factors and variableswhich are extracted. Then, questionnaire was prepared based onthe gathered data and was distributed among 10 financial servicecustomer to answer, after that their ideas and comments about thequestions were collected. The construct validity was tested by factor
10930Afr. J. Bus. Manage.Table 2. All variable Cronbach alpha.VariablesTV and RadioPrint Ads.BrochuresIndoor postersBillboardsInternet Ads.Post Ads.TelemarketingE-mail marketingTrade ustomer sitesNews releaseSponsoringDonationPress conferencesCompany magazineOpinion leadersBusiness pressScale mean if 079.442679.085279.4164Scale variance if 1561.708555.651565.579analysis which was done by SPSS 16.0.DATA ANALYSESConceptual modelIn this survey, respondents are asked to evaluate theeffectiveness of promotional and communication toolsand their effects on informing, persuading and remindingthem to use the financial services. Advertising, salespromotion, publicity and public relation, personal sellingand direct marketing are the main constructs that causeinforming, persuading and reminding. These are the mainpurposes of promotional and communication strategies.Each of these constructs includes several tools asillustrated in Figure 1.The main objective of this study is measuring theeffectiveness of each promotional tool in financial serviceindustries and analyzing their effect based ondemographic characteristics of customers. The studypresents a theoretical model of the factors involved andthe relationship among these factors with the promotionresults.The questionnaire contains questions which ask aboutthe amount of impact which these factors had on customers. The factors are the promotion tools extracted fromrelated literature review and modified by professionals inCorrected 90.4390.5790.6070.6260.6360.6590.538Cronbach's alpha if 60.9150.9150.9150.9140.917financial service marketing fields. Table 3 shows thesource of scale items which is used in this study. Thesurvey was conducted in July and August of 2011 andthe participants were selected randomly from banks andinsurance institutes in Esfahan City.Statistical analysisThe first step of the analysis investigates the priority ofthe promotion tools and measuring the effectivenessofthem in response to the research questions. Friedmantest is used to test the hypothesis of mean equality of Krelated samples (promotion tools). Table 4 shows theresults of Friedman test. It shows that the mean ranks oftools are different because the amount of Asymp. Sig. is0.000. It is lower than 0.05 so the hypothesis of equaleffectiveness is rejected.We were keen to know thestatus of current level and desired level of respondentsatisfaction about promotional strategies. For thispurpose, two statistical tests were used. The Friedmantest was conducted to compare the effectiveness of thefive constructs. Friedman test is used to test thehypothesis of equality of the five constructs which are thepromotion tools. The lower mean ranks in Friedman testshow the more important factors which are week andneed more attention but in this study we asked the
Sadeh et al.Radio & TVAdvertisingPrintAdvertisingBrochures ertisingDirect postedTelemarketingTrade showsE-mail MarketingGiftCross-SellingContests &PrizesSeminarsPrice-offsCustomer usinessPressPressConferencesOpinionLeaderFigure 1. Structural model of the study.Table 3. References of the selected promotion orsRadio and TV advertisingPrint advertisingBrochures and pamphletsIndoor postersBillboardsInternet advertisingDirect posted brochures and pamphletsTelemarketingE-mail marketingFair and tradeshowsThe services was accompanied by low value giftsContests and PrizesPrice-offs (discount)The sales force informed customers about the product through―cross-selling‖Sales presentation, seminars and meetingsThe selling efforts were made at customer sitesNews releaseEvent sponsoringArticles about the product were written in the business pressPress conferencesCompany MagazineThe product was supported-advertised by opinion leadersDonationReference(s)Avlonitis and Papastathopoulou (2000)Kotler and Keller (2009)Kaynak and Whiteley (1999)Avlonitis and Papastathopoulou (2000)Avlonitis and Papastathopoulou (2000)Kaynak and Whiteley (1999)Kotler and Keller (2009)Kotler and Keller (2009)Kotler and Keller (2009)Belch and Belch (2003)Avlonitis and Papastathopoulou (2000)Belch and Belch (2003) and Peattie and Peattie (1994)Kaynak and Whiteley (1999)Avlonitis and Papastathopoulou (2000)McCreesh (2004)Avlonitis and Papastathopoulou (2000)Kaynak and Whiteley (1999) and Perreault and McCarthy (2002)Perreault and McCarthy (2002)Avlonitis and Papastathopoulou (2000)Kotler and Keller (2009)Kotler and Keller (2009)Avlonitis and Papastathopoulou (2000)Interviews
10932Afr. J. Bus. Manage.Table 4. Friedman tests resulted mean ranks and test statistics.FactorsTV and RadioPrint Ads.BrochuresIndoor postersBillboardsInternet Ads.Post Ads.TelemarketingE-mail marketingTrade ustomer sitesNews releaseSponsoringDonationPress conferencesCompany magazineOpinion leadersBusiness pressMean 811.1212.8011.35Test statisticsNChi-SquareDfAsymp. Sig.305416.290220.000Constructs (Desired)AdvertisingPublicity and PRPersonal sellingSales promotionDirect marketing3.083.182.843.142.76NChi-SquareDfAsymp. Sig.32022.07840.000Constructs (current)C AdvertisingC Direct marketingC Sales promotionC Personal sellingC Publicity and PR2.822.543.672.923.05NChi-SquareDfAsymp. Sig.33998.46440.000respondents to rank the effectiveness of the tools. Sohigher mean ranks show the more effective tools.We
Integrated marketing communication may take many forms (Cornelissen and Lock, 2000), yet in each case the underlying thrust is the coordination of various marketing communication devices (for example advertising, direct marketing, etc.) to create a unified message. Since integrated marketing communication (IMC) has the
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