Analysis of customer profit contribution for banks with the concept of marketing mix strategy between 4Cs and 5Ps

作者：Lin Tyrone T; Lee Chia Chi^*; Lin Hsiao Chi

来源：Service Business, 2013, 7(1): 37-59.

DOI：10.1007/s11628-012-0144-z

• Marketing mix strategy
• Customer profit contribution
• Wealth management
• Bank

This paper takes the high-net-worth customers in the private wealth management division of a case study bank as the research objects, and introduces the concept of marketing mix strategy by combining the 4C (customer, cost to the customer, convenience, and communication) model and 5P (product, price, place, promotion, and people) model in the examination of the attributes of customers and financial advisors in relation to the customer profit contribution and proposes management implications for practitioners. It attempts to establish a win-win business mechanism or marketing strategy that is beneficial to both banks and consumers.

• 出版日期2013-3
• 单位东华大学