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The impact of technology on competitive marketing by banks: A case study approach

机译：技术对银行竞争性营销的影响：案例研究

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Traditionally banks were not expected to struggle with strategies for attaining profitability, since enough profits would be made from the then readily available customers. Today, banking customers are now global tyrants; they represent and possess the power of international connectivity as they are increasingly anticipated to foster business with firms in other countries resulting in them seldom acquiring banking services from banks in their countries alone. This study is a fairly new research initiative endeavouring to examine and discuss the extent of technological utilisation in various competitive marketing practices of a financial institution in today’s inexcusable 21st century competitive business environments. On this backdrop, the study investigated the?impact of technology on competitive marketing by Standard Bank in King-Williams Town, Eastern Cape Province, South Africa.Quantitative research techniques were utilised to obtain customer and employees perceptions, opinions and experiences in e-banking services. To empirically investigate the research problem the study primarily hypothesised that the use of modern banking technology significantly impacted service delivery to clients. The study established that access to ATMs should be improved thereby requiring upholding of education on ATM usage since business transactions are occurring 24 h, and these can only be possible if there is a supportive banking network during the 24 h.?The empirical results consistently support general competition trends occurring in the banking industry in South Africa and worldwide due to technological marketing. The results reflect an extensive?prioritisation?of e-banking but, however generally low usage levels of the recently developed banking technologies by customers.Practically, the study informs firms, particularly financial institutions on the key technology implications and manipulations of their value offerings from the South African milieu.
机译：传统上，人们不会期望银行为获得利润而苦苦挣扎，因为会从当时容易获得的客户那里获得足够的利润。今天，银行客户现在是全球霸主。它们代表并拥有国际连接的力量，因为人们越来越期望它们与其他国家的公司开展业务，从而导致他们很少仅从本国的银行获取银行服务。这项研究是一项相当新的研究计划，旨在研究和讨论在当今无法原谅的21世纪竞争商业环境中，金融机构在各种竞争性营销实践中的技术利用程度。在此背景下，这项研究调查了标准银行在南非东开普省金威廉斯镇的竞争对营销的影响，并利用定量研究技术获得了客户和员工在电子银行中的看法，观点和经验。服务。为了实证研究该研究问题，该研究主要假设现代银行技术的使用显着影响了向客户的服务交付。该研究确定，应改进对自动柜员机的访问，从而需要对自动柜员机的使用进行培训，因为商务交易发生在24小时之内，并且只有在24小时内有支持性银行网络的情况下才有可能。由于技术营销，南非和世界范围内的银行业都出现了普遍的竞争趋势。该结果反映了广泛的电子银行优先权，但客户对最近开发的银行技术的使用水平普遍较低。该研究实际上向企业（尤其是金融机构）提供了有关关键技术的含义以及对它们提供的价值产品进行操纵的信息。南非环境。

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