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首页> 外文期刊>European journal of marketing >E-relationship marketing: a cognitive mapping introspection in the banking sector
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E-relationship marketing: a cognitive mapping introspection in the banking sector

机译：电子关系营销：银行业的认知映射内省

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Purpose - The aim of this paper is to explore and better understand e-relationship marketing and to identify elements (key concepts) that are predominant to ensure success via the internet.Design/methodology/approach - The exploratory cognitive mapping technique (Cossette, 2004)employs three types of respondents, namely a banking expert, online banking customer and academic expert.Findings - The study points up similarities with traditional relationship marketing (e.g. satisfaction,commitment by bank) and identifies several new concepts spawned by the web-based environment.More precisely, the study highlights the importance of the simplicity and ease of the customer's web experience.Research limitations/implications - The exploratory and qualitative nature of this study opens the door to validation with a broader sample using a self-administered questionnaire developed based on the cognitive mapping technique.Practical implications - In addition to guaranteeing customer satisfaction, it is important: that customers perceive the bank's investment in and commitment to the e-relationship strategy; and, that customers enjoy a highly positive web experience (e.g. perceived quality of site and ease-of-use). Originality/value - Research findings result in an enhanced understanding of e-relationship marketing. Also, given the combination of sparse use of cognitive mapping in marketing and investigation of three different types of subjects (banking expert, online banking customer and academic expert), the findings lend originality while making a substantive theoretical contribution to topical literature.
机译：目的-本文的目的是探索和更好地理解电子关系营销，并确定主要要素以确保通过互联网获得成功。设计/方法/方法-探索性认知测绘技术（Cossette，2004 ）聘用了三种类型的受访者，分别是银行专家，网上银行客户和学术专家。调查结果-该研究指出了与传统关系营销的相似之处（例如满意度，银行承诺），并确定了基于网络的环境所产生的几个新概念更确切地说，该研究强调了简化和简化客户Web体验的重要性。研究局限/含义-本研究的探索性和定性性质为使用更广泛的样本进行验证奠定了基础，该样本使用基于实际意义-除了保证客户满意度外， •重要的是：客户应了解银行对电子关系战略的投资和承诺；并且客户享有高度积极的网络体验（例如，可感知的网站质量和易用性）。原创性/价值-研究结果可增强对电子关系营销的理解。同样，鉴于在市场营销和三种不同主题（银行业专家，网上银行客户和学术专家）的调查中使用认知映射的稀疏组合，这些发现具有独创性，同时对主题文学也做出了实质性的理论贡献。

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