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The financial service marketing mix : a prerequisite for building customer relationships-a conceptual model
المؤلف
المصدر
REMAH Review for Research and Studies
العدد
المجلد 2006، العدد 2 (31 ديسمبر/كانون الأول 2006)، ص ص. 76-90، 15ص.
الناشر
مركز البحث و تطوير الموارد البشرية (رماح)
تاريخ النشر
2006-12-31
دولة النشر
الأردن
عدد الصفحات
15
التخصصات الرئيسية
الملخص EN
The aim of this paper is to carry out a critical examination on the financial services marketing mix paradigm to reveal theoretical gaps that have emerged and require further investigation.
The methodology used in this paper is desk-based in which a critical examination on the services marketing mix paradigm literature is carried out to achieve its objectives.
Examining the services marketing literature indicates that financial services businesses need the modified and extended services marketing mix paradigm as a general framework for the marketing of financial services.
One of the crucial conclusions to come out of this paper is that the 7Ps of the services marketing mix paradigm is the most accepted paradigm among services marketing authors.
However, there has not been significant empirical evidence that has validated this paradigm’s components together, even though it has been accepted and supported from a theoretical standpoint.
Empirical evidence is required to validate this paradigm in financial services businesses.
Based on a critical examination of relevant literature in marketing theory this paper has developed a conceptual paradigm in which the financial service marketing mix (7Ps) and relationship marketing are integrated together to improve companies performance; measured by financial and non-financial dimensions.
Based on this research literature and its proposed paradigm a number of hypotheses are advanced in order to be tested in future research endeavours.
Further, future research opportunities are also discussed.
نمط استشهاد جمعية علماء النفس الأمريكية (APA)
Rahahilah, Khalid. 2006. The financial service marketing mix : a prerequisite for building customer relationships-a conceptual model. REMAH Review for Research and Studies،Vol. 2006, no. 2, pp.76-90.
https://search.emarefa.net/detail/BIM-963900
نمط استشهاد الجمعية الأمريكية للغات الحديثة (MLA)
Rahahilah, Khalid. The financial service marketing mix : a prerequisite for building customer relationships-a conceptual model. REMAH Review for Research and Studies No. 2 (Dec. 2006), pp.76-90.
https://search.emarefa.net/detail/BIM-963900
نمط استشهاد الجمعية الطبية الأمريكية (AMA)
Rahahilah, Khalid. The financial service marketing mix : a prerequisite for building customer relationships-a conceptual model. REMAH Review for Research and Studies. 2006. Vol. 2006, no. 2, pp.76-90.
https://search.emarefa.net/detail/BIM-963900
نوع البيانات
مقالات
لغة النص
الإنجليزية
الملاحظات
Includes bibliographical references : p. 89-90
رقم السجل
BIM-963900
قاعدة معامل التأثير والاستشهادات المرجعية العربي "ارسيف Arcif"
أضخم قاعدة بيانات عربية للاستشهادات المرجعية للمجلات العلمية المحكمة الصادرة في العالم العربي
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تقوم هذه الخدمة بالتحقق من التشابه أو الانتحال في الأبحاث والمقالات العلمية والأطروحات الجامعية والكتب والأبحاث باللغة العربية، وتحديد درجة التشابه أو أصالة الأعمال البحثية وحماية ملكيتها الفكرية. تعرف اكثر
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