{"id":570,"date":"2019-11-30T18:12:53","date_gmt":"2019-11-30T15:12:53","guid":{"rendered":"http:\/\/www.etimm.ase.ro\/?p=570"},"modified":"2021-10-26T18:13:37","modified_gmt":"2021-10-26T15:13:37","slug":"word-of-mouth-marketing-and-the-impact-on-banks-portfolio-of-clients-research-at-the-main-banks-in-the-central-region-of-romania","status":"publish","type":"post","link":"https:\/\/www.etimm.ase.ro\/?p=570","title":{"rendered":"Word of Mouth Marketing and the Impact on Banks\u2019 Portfolio of Clients: Research at the Main Banks in the Central Region of Romania"},"content":{"rendered":"<h4>\n<span style=\"font-size:12px;\"><span style=\"font-family: georgia,serif;\"><strong>Title<\/strong><\/span><\/span><\/h4>\n<p style=\"text-align: justify;\">\n<span style=\"font-size:12px;\"><span style=\"font-family: georgia,serif;\"><meta name=\"citation_title\" content=\"Word of Mouth Marketing and the Impact on Banks\u2019 Portfolio of Clients: Research at the Main Banks in the Central Region of Romania\">Word of Mouth Marketing and the Impact on Banks\u2019 Portfolio of Clients: Research at the Main Banks in the Central Region of Romania<\/span><\/span><\/p>\n<h4>\n<span style=\"font-size:12px;\"><span style=\"font-family: georgia,serif;\"><strong>Author<\/strong><\/span><\/span><\/h4>\n<p style=\"text-align: justify;\">\n<span style=\"font-size:12px;\"><span style=\"font-family: georgia,serif;\"><meta name=\"citation_author\" content=\"Elena Lidia Melnic\">Elena Lidia Melnic<\/span><\/span><\/p>\n<p><span style=\"font-family:georgia,serif;\"><span style=\"font-size:12px;\"><meta name=\"citation_publication_date\" content=\"2019\/11\/30\"><meta name=\"citation_journal_title\" content=\"Journal of Emerging Trends in Marketing and Management\"><meta name=\"citation_volume\" content=\"I\"><meta name=\"citation_issue\" content=\"1\"><meta name=\"citation_firstpage\" content=\"210\"><meta name=\"citation_lastpage\" content=\"219\"><meta name=\"citation_place_published\" content=\"Bucharest, Romania\"><meta name=\"citation_publisher\" content=\"The Bucharest University of Economic Studies Publishing House\"><meta name=\"citation_issn\" content=\"2537-5865\"><\/span><\/span><\/p>\n<h4>\n<span style=\"font-family:georgia,serif;\"><span style=\"font-size:12px;\"><strong>Classification JEL <\/strong><\/span><\/span><\/h4>\n<p style=\"text-align: justify;\">\n<span style=\"font-family:georgia,serif;\"><span style=\"font-size:12px;\"><meta name=\"citation_classification_jel\" content=\"M31, G21.\">M31, G21.<\/span><\/span><\/p>\n<h4>\n<span style=\"font-family:georgia,serif;\"><span style=\"font-size:12px;\"><strong>Abstract<\/strong><\/span><\/span><\/h4>\n<p style=\"text-align: justify;\">\n<span style=\"font-family:georgia,serif;\"><span style=\"font-size:12px;\"><meta name=\"citation_abstract\" content=\"This paper\u2019s purpose is to illustrate the impact of word of mouth advertising on a Banks\u2019 portfolio of clients and ultimately how that impacts the banks\u2019 portfolio. This research was based upon a quantitative marketing survey carried out in the Central Region of Romania using online questionnaires. The research has three objectives. Firstly, to assess how likely an individual is to recommend their main bank to acquaintances or friends (Net Promoter Score) and the reasons why they don\u2019t recommend their main bank. Secondly, to determine how likely it is that a client would consider using the services and products of their main bank in the future (Future Intention). Thirdly to determine how satisfied clients are with their main bank generally (General Satisfaction). Although there are many international researches on the quality of services, none of them highlights the methodology of Net Promoter Score on the local banking sector and how loyalty can be built. This study also offers a hierarchy of the banks from Central Region based on NPS score. The findings of the research show that only 48% of clients are loyal to their main bank. They are direct promoters of the brands in the market and spread their great experiences on daily dialogs. Jeff Bezos, founder of Amazon.com, said: \u201cIf you do build a great experience, customers tell each other about that. Word of mouth is very powerful\u201d.\">This paper\u2019s purpose is to illustrate the impact of word of mouth advertising on a Banks\u2019 portfolio of clients and ultimately how that impacts the banks\u2019 portfolio. This research was based upon a quantitative marketing survey carried out in the Central Region of Romania using online questionnaires. The research has three objectives. Firstly, to assess how likely an individual is to recommend their main bank to acquaintances or friends (Net Promoter Score) and the reasons why they don\u2019t recommend their main bank. Secondly, to determine how likely it is that a client would consider using the services and products of their main bank in the future (Future Intention). Thirdly to determine how satisfied clients are with their main bank generally (General Satisfaction). Although there are many international researches on the quality of services, none of them highlights the methodology of Net Promoter Score on the local banking sector and how loyalty can be built. This study also offers a hierarchy of the banks from Central Region based on NPS score. The findings of the research show that only 48% of clients are loyal to their main bank. They are direct promoters of the brands in the market and spread their great experiences on daily dialogs. Jeff Bezos, founder of Amazon.com, said: \u201cIf you do build a great experience, customers tell each other about that. Word of mouth is very powerful\u201d.<\/span><\/span><\/p>\n<h4>\n<span style=\"font-family:georgia,serif;\"><span style=\"font-size:12px;\"><strong>Keywords<\/strong><\/span><\/span><\/h4>\n<p style=\"text-align: justify;\">\n<span style=\"font-family:georgia,serif;\"><span style=\"font-size:12px;\"><meta name=\"citation_Keywords\" content=\"word of mouth marketing, advertising, quantitative marketing research, survey, banking.\">word of mouth marketing, advertising, quantitative marketing research, survey, banking.<\/span><\/span><\/p>\n<h4>\n<span style=\"font-family:georgia,serif;\"><span style=\"font-size:12px;\"><strong>Full Text: <meta name=\"citation_pdf_url\" content=\"http:\/\/www.etimm.ase.ro\/RePEc\/aes\/jetimm\/2019\/ETIMM_V01_2019_88.pdf\"><a href=\"http:\/\/www.etimm.ase.ro\/RePEc\/aes\/jetimm\/2019\/ETIMM_V01_2019_88.pdf\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"color: rgb(0, 0, 205);\">download pdf<\/span><\/a><\/strong><\/span><\/span><\/h4>\n<p><span style=\"font-family:georgia,serif;\"><span style=\"font-size:12px;\"><strong>Cite: <a href=\"http:\/\/www.etimm.ase.ro\/RePEc\/aes\/jetimm\/2019\/ETIMM_V01_2019_88.ris\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"color: rgb(255, 0, 0);\">download citation<\/span><\/a> (for EndNote, Reference Manager, ProCite)<\/strong><\/span><\/span><\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Title Word of Mouth Marketing and the Impact on Banks\u2019 Portfolio of Clients: Research at the Main Banks in the Central Region of Romania Author Elena Lidia Melnic Classification JEL M31, G21. Abstract This paper\u2019s purpose is to illustrate the impact of word of mouth advertising on a Banks\u2019 portfolio &hellip;<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_ef_editorial_meta_date_first-draft-date":"","_ef_editorial_meta_paragraph_assignment":"","_ef_editorial_meta_checkbox_needs-photo":"","_ef_editorial_meta_number_word-count":"","footnotes":""},"categories":[23],"tags":[],"coauthors":[18],"class_list":["post-570","post","type-post","status-publish","format-standard","hentry","category-jetimm_2019"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=\/wp\/v2\/posts\/570","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=570"}],"version-history":[{"count":1,"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=\/wp\/v2\/posts\/570\/revisions"}],"predecessor-version":[{"id":571,"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=\/wp\/v2\/posts\/570\/revisions\/571"}],"wp:attachment":[{"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=570"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=570"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=570"},{"taxonomy":"author","embeddable":true,"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=%2Fwp%2Fv2%2Fcoauthors&post=570"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}