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首页> 外文期刊>International journal of bank marketing >The effects of marketing on commercial banks' operating businesses and profitability: evidence from US bank holding companies
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The effects of marketing on commercial banks' operating businesses and profitability: evidence from US bank holding companies

机译：营销对商业银行经营业务和盈利能力的影响：来自美国银行控股公司的证据

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Purpose-This paper aims to explore the role that marketing plays in commercial bank management. Specifically, we examine the effects of marketing activities on banks' operating businesses, i.e. deposit, loan and service businesses. Furthermore, we investigate the effect of marketing activities on bank profitability.Design/methodology/approach-Aseries of hypotheses about the associations of marketing activities with banks' deposits, loans, services and profitability are developed. The fixed-effects linear model with an AR (1) disturbance is applied on the panel dataset of FR Y-9C reports to test these hypotheses.Findings-The results show that total loans and service proceeds are positively associated with marketing activities, which is measured by banks' advertising and marketing expenses. The effects of marketing activities on loan and service businesses are far-reaching to the second quarter in future. Moreover, the results reveal that profitability, measured as net income over total assets, increases with marketing activities.Practical implications-From the findings of this study, bank managers can learn the strengths and weaknesses of their marketing strategies and therefore better coordinate the marketing resources used in different areas of business. The study provides bank managers with a direction to examine the weaknesses in their marketing management.Originality/value-An issue in bank marketing that has not been explored yet is whether and how marketing activities affect commercial banks' specific businesses, such as deposits, loans and services, and how improvements in the specific businesses further affect bank profitability. This study is the first one to address this fundamental issue in bank marketing. Furthermore, the study provides the supplementary evidence that marketing contributes to commercial banks' profitability.
机译：目的 - 本文旨在探讨营销在商业银行管理中的作用。具体而言，我们研究营销活动对银行业务的影响，即存款，贷款和服务业务。此外，我们调查了营销活动对银行盈利能力的影响。制定了关于营销活动与银行存款，贷款，服务和盈利能力的营销活动协会的假设的效果。具有AR（1）干扰的固定效果线性模型应用于FR Y-9C报告的面板数据集以测试这些假设。 - 结果表明，总贷款和服务收益与营销活动正相关，这是由银行广告和营销费用衡量。营销活动对贷款和服务业务的影响将来对第二季度达到了深处。此外，结果表明，盈利能力，作为总资产的净收入，随着营销活动的增加而增加。营销活动增加 - 从本研究的调查结果，银行管理人员可以了解其营销策略的优势和劣势，从而更好地协调营销资源用于不同的业务领域。该研究为银行管理人员提供了一个方向，以检查其营销管理中的弱点。尚未探讨的银行营销中的问题是营销活动是否以及如何以及如何影响商业银行的特定企业，例如存款，贷款。和服务，以及特定业务的改进如何影响银行盈利能力。本研究是第一个在银行营销中解决这一基本问题的研究。此外，该研究提供了营销促进商业银行盈利能力的补充证据。

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