MARKETING MIX ĐỂ NÂNG CAO SỰ QUAN TÂM SỬ DỤNG DỊCH VỤ NGÂN HÀNG ĐIỆN TỬ CỦA AGRIBANK
➤ Gửi thông báo lỗi ⚠️ Báo cáo tài liệu vi phạmNội dung chi tiết: MARKETING MIX ĐỂ NÂNG CAO SỰ QUAN TÂM SỬ DỤNG DỊCH VỤ NGÂN HÀNG ĐIỆN TỬ CỦA AGRIBANK
MARKETING MIX ĐỂ NÂNG CAO SỰ QUAN TÂM SỬ DỤNG DỊCH VỤ NGÂN HÀNG ĐIỆN TỬ CỦA AGRIBANK
MARKETING MIX TO IMPROVE THE INTENTION TO USEE-BANKING SERVICES OF AGGRIBANK1List of Tables3List of FiguresAbstractThe objective of the study is to us MARKETING MIX ĐỂ NÂNG CAO SỰ QUAN TÂM SỬ DỤNG DỊCH VỤ NGÂN HÀNG ĐIỆN TỬ CỦA AGRIBANK se marketing mix to strengthen the performance of e-banking services at Agribank Hai Duong 2. The author adopts qualitative research method with the data to be collected among 397 e-banking customers of the branch. The marketing mix is measured by 17 items with the Likert scale to be adopted. Obtain MARKETING MIX ĐỂ NÂNG CAO SỰ QUAN TÂM SỬ DỤNG DỊCH VỤ NGÂN HÀNG ĐIỆN TỬ CỦA AGRIBANK ed result shows that the branch records high customer satisfaction and customer loyalty with the e-banking services. It is because of the branch has aMARKETING MIX ĐỂ NÂNG CAO SỰ QUAN TÂM SỬ DỤNG DỊCH VỤ NGÂN HÀNG ĐIỆN TỬ CỦA AGRIBANK
dopted good 4P’s marketing although there are still sources of improvement related to the price marketing strategy as well as the promotion marketing.MARKETING MIX TO IMPROVE THE INTENTION TO USEE-BANKING SERVICES OF AGGRIBANK1List of Tables3List of FiguresAbstractThe objective of the study is to us MARKETING MIX ĐỂ NÂNG CAO SỰ QUAN TÂM SỬ DỤNG DỊCH VỤ NGÂN HÀNG ĐIỆN TỬ CỦA AGRIBANK s the branch managers to pay attention to marketing programmes to further boost the intention to use the e-banking services from new customers as well as to better retain existing customers.Keywords: product marketing, price marketing, place marketing, promotion marketing, customer satisfaction, cus MARKETING MIX ĐỂ NÂNG CAO SỰ QUAN TÂM SỬ DỤNG DỊCH VỤ NGÂN HÀNG ĐIỆN TỬ CỦA AGRIBANK tomer loyalty.4Chapter 1. Introduction1.1. Background of the studyVietnamese banking industry is highly developed with the credit to the economy was aMARKETING MIX ĐỂ NÂNG CAO SỰ QUAN TÂM SỬ DỤNG DỊCH VỤ NGÂN HÀNG ĐIỆN TỬ CỦA AGRIBANK
bout VND 8,694 trillion in the first 9 months of 2020 and it was 6.08% higher than the end of 2019 (State Bank of Vietnam. 2021). It is said that bankMARKETING MIX TO IMPROVE THE INTENTION TO USEE-BANKING SERVICES OF AGGRIBANK1List of Tables3List of FiguresAbstractThe objective of the study is to us MARKETING MIX ĐỂ NÂNG CAO SỰ QUAN TÂM SỬ DỤNG DỊCH VỤ NGÂN HÀNG ĐIỆN TỬ CỦA AGRIBANK on of the capital and provides the funds to different economic activities (State Bank of Vietnam, 2018). Currently, Vietnam’s system of credit institutions is divided into banks, non-banks, micro-finance institutions, and foreign bank branches and representative offices. The most active category is MARKETING MIX ĐỂ NÂNG CAO SỰ QUAN TÂM SỬ DỤNG DỊCH VỤ NGÂN HÀNG ĐIỆN TỬ CỦA AGRIBANK banks with 4 Stated-owned commercial banks, 31 joint-stock commercial banks, and 9 wholly foreign-owned banks. The State-owned banks refer to the bankMARKETING MIX ĐỂ NÂNG CAO SỰ QUAN TÂM SỬ DỤNG DỊCH VỤ NGÂN HÀNG ĐIỆN TỬ CỦA AGRIBANK
s with 100% or part of their shares to be under the management of the State Bank of Vietnam. This group has 4 banks and Agribank is the largest one wiMARKETING MIX TO IMPROVE THE INTENTION TO USEE-BANKING SERVICES OF AGGRIBANK1List of Tables3List of FiguresAbstractThe objective of the study is to us MARKETING MIX ĐỂ NÂNG CAO SỰ QUAN TÂM SỬ DỤNG DỊCH VỤ NGÂN HÀNG ĐIỆN TỬ CỦA AGRIBANK ccessibility for agricultural and rural development. Agribank is also nominated as social security supporter of the economy throughout many long-term funding projects which help to reduce the poverty and to further renovate the infrastructure and the life quality of people in rural and mountain area MARKETING MIX ĐỂ NÂNG CAO SỰ QUAN TÂM SỬ DỤNG DỊCH VỤ NGÂN HÀNG ĐIỆN TỬ CỦA AGRIBANK . Currently, Agribank has more than 200 convenient banking products and the bank has presented in all cities and provinces of Vietnam through more thaMARKETING MIX ĐỂ NÂNG CAO SỰ QUAN TÂM SỬ DỤNG DỊCH VỤ NGÂN HÀNG ĐIỆN TỬ CỦA AGRIBANK
n 2,300 branches and transaction offices. Recently, Agribank also pays attention to the application of new technologies in banking area given to the iMARKETING MIX TO IMPROVE THE INTENTION TO USEE-BANKING SERVICES OF AGGRIBANK1List of Tables3List of FiguresAbstractThe objective of the study is to us MARKETING MIX ĐỂ NÂNG CAO SỰ QUAN TÂM SỬ DỤNG DỊCH VỤ NGÂN HÀNG ĐIỆN TỬ CỦA AGRIBANK om the government of further developing digital economy and promoting noncash transactions. In fact, Agribank has already been providing several banking services that do not require the cash payment from the customers. Among these services, the electronic banking (e-banking) is the core services. It MARKETING MIX ĐỂ NÂNG CAO SỰ QUAN TÂM SỬ DỤNG DỊCH VỤ NGÂN HÀNG ĐIỆN TỬ CỦA AGRIBANK includes the Internet banking and mobile banking in which the Internet banking allows the customers to perform banking transactions over the InternetMARKETING MIX ĐỂ NÂNG CAO SỰ QUAN TÂM SỬ DỤNG DỊCH VỤ NGÂN HÀNG ĐIỆN TỬ CỦA AGRIBANK
and it can be done through their Internet browsers while the electronic mobile banking is a mobile application which was developed by Agribank and itMARKETING MIX TO IMPROVE THE INTENTION TO USEE-BANKING SERVICES OF AGGRIBANK1List of Tables3List of FiguresAbstractThe objective of the study is to us MARKETING MIX ĐỂ NÂNG CAO SỰ QUAN TÂM SỬ DỤNG DỊCH VỤ NGÂN HÀNG ĐIỆN TỬ CỦA AGRIBANK rs of Agribank has exceeded 3 million and it is increasing in coming years.1.2. RationaleAgribank has recognized the importance of adopting and implementing new technologies, showing through the fact that the bank successfully deployed the Business Strategy and the Product Strategy during 2016-2020. MARKETING MIX ĐỂ NÂNG CAO SỰ QUAN TÂM SỬ DỤNG DỊCH VỤ NGÂN HÀNG ĐIỆN TỬ CỦA AGRIBANK These two strategies helped to further improve e-banking services. However, one of the concents related to e-banking services of Agribank is that theMARKETING MIX ĐỂ NÂNG CAO SỰ QUAN TÂM SỬ DỤNG DỊCH VỤ NGÂN HÀNG ĐIỆN TỬ CỦA AGRIBANK
number of customers has been decreasing recently. From 2018 to 2020, the number of newly registered e-banking customers was decreased from 341,000 toMARKETING MIX TO IMPROVE THE INTENTION TO USEE-BANKING SERVICES OF AGGRIBANK1List of Tables3List of FiguresAbstractThe objective of the study is to us MARKETING MIX ĐỂ NÂNG CAO SỰ QUAN TÂM SỬ DỤNG DỊCH VỤ NGÂN HÀNG ĐIỆN TỬ CỦA AGRIBANK of e-banking customers in these two years are 3.37 million and 3.26 million respectively. This situation is faced also in Agribank Hal Duong 2.Table 1.1: Overview of Agribank Hai Duong 2Business Indicators201920201. Capital mobilization, VND billion1197914.0341.1. By currencya. Vietnam Dong11875139 MARKETING MIX ĐỂ NÂNG CAO SỰ QUAN TÂM SỬ DỤNG DỊCH VỤ NGÂN HÀNG ĐIỆN TỬ CỦA AGRIBANK 53b. US Dollar104811.2. By customersa. Individuals11.47313583b. Non-individuals5064511.3. By termsa. No terms381491b. Term less than 12 months39314046MARKETING MIX ĐỂ NÂNG CAO SỰ QUAN TÂM SỬ DỤNG DỊCH VỤ NGÂN HÀNG ĐIỆN TỬ CỦA AGRIBANK
c. Term between 12 months and 24 months75779427d. Term more than 24 months90702. Outstanding, VND billion546062772.1. By loan termsa. Short-term344342MARKETING MIX TO IMPROVE THE INTENTION TO USEE-BANKING SERVICES OF AGGRIBANK1List of Tables3List of FiguresAbstractThe objective of the study is to usMARKETING MIX TO IMPROVE THE INTENTION TO USEE-BANKING SERVICES OF AGGRIBANK1List of Tables3List of FiguresAbstractThe objective of the study is to usGọi ngay
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