• Asia Marketing Journal
• /
• v.12 no.2
• /
• pp.111-133
• /
• 2010

Marketing financial services used to be easier. Today, the competition in financial services is fierce. Not only has the competition become more intense, financial services have also changed structurally. In an environment with various customer needs and severe competitions, the marketing in financial services industry is getting more difficult and more important than before. However, there are still not enough studies on financial services marketing in Korea whereas lots of research papers have been published frequently in some international journals. The purpose of this paper is (1)to review the literature on financial services marketing, (2)to investigate current marketing activities based on in-depth interview with financial marketing managers in Korea, and (3)to suggest some implications for future research on the financial services marketing. Financial products are not consumer products. In fact, they are not products at all in the way product marketing is usually described. Nor are they altogether like services. The financial industry operates in a unique way, and its marketing tasks are correspondingly complex. However, the literature review shows that there has been a lack of basic studies which dealt with inherent characteristics of financial services marketing compared to the research on marketing in other industries. Many studies in domestic marketing journals have so far focused only on the general customer behaviors and the special issues in some financial industries. However, for more effective financial services marketing, we have to answer following questions. Is there any difference between financial service marketing and consumer packaged goods marketing? What are the differences between the financial services marketing and other services marketing such as education and health services? Are there different ways of marketing among banks, securities firms, insurance firms, and credit card companies? In other words, we need more detailed research as well as basic studies about the financial services marketing. For example, we need concrete definitions of financial services marketing, bank marketing, securities firm marketing, and etc. It is also required to compare the characteristics of each marketing within the financial services industry. The products sold in each market have different characteristics such as duration and degree of risk-taking. It means that there are sub-categories in financial services marketing. We have to consider them in the future research on the financial services marketing. It is also necessary to study customer decision making process in the financial markets. There have been little research on how customers search and process information, compare alternatives, make final decision, and repeat their choices. Because financial services have some unique characteristics, we need different understandings in the customer behaviors compared to the behaviors in other service markets. And also considering the rapid growth in financial markets and upcoming severe competition between domestic and global financial companies, it is time to start more systematic and detailed research on financial services marketing in Korea. In the second part of this paper, I analyzed the results of in-depth interview with 20 marketing managers of financial services companies in Korea. As a result, I found that the role of marketing departments in Korean financial companies are mainly focused on the short-term activities such as sales support, promotion, and CRM data analysis although the size and history of marketing departments to some extent show a sign of maturity. Most companies established official marketing departments before 2001. Average number of employees in a marketing department is about 58. However, marketing managers in eight companies(40% of the sample) still think that the purpose of marketing is only to support and manage general sales activities. It shows that some companies have sales-oriented concept rather than marketing-oriented concept. I also found three key words which marketing managers think importantly in financial services markets. They are (1)Trust in customer relationship, (2)Brand differentiation, and (3)Rapid response to customer needs. 50% of the sample support that "Trust" is the most important key word in the financial services marketing. It is interesting that 80% of banks and securities companies think that "Trust" is the most important thing, whereas managers in credit card companies consider "Rapid response to customer needs" as the most important key word in their market. In addition, there are different problems recognition of marketing managers depending on the types of financial industries they belong to. For example, in the case of banks and insurance companies, marketing managers consider "a lack of communication with other departments" as the most serious problem. On the other hand, in the case of securities firms, "a lack of utilization of customer data" is the most serious problem. These results imply that there are different important factors for the customer satisfaction depending on the types of financial industries, and managers have to consider them when marketing financial products in more effective ways. For example, It will be necessary for marketing managers to study different important factors which affect customer satisfaction, repeat purchase, degree of risk-taking, and possibility of cross-selling according to the types of financial industries. I also suggested six hypothetical propositions for the future research.

• Journal of Korean Society of Industrial and Systems Engineering
• /
• v.46 no.3
• /
• pp.198-208
• /
• 2023

In order to enhance competitiveness in the industry, financial companies are building a high level of customer satisfaction and repurchase intention by further strengthening not only the technical quality of the platform business but also the customer-oriented service quality. Theoretically, it is time for a theoretical review of whether the expansion of service quality using platform business in the financial industry is directly linked to the performance of financial companies, such as satisfaction and repurchase intention of existing customers. Based on the rapid growth of mobile and the main activities of financial platform companies above, This study attempted to test a significant impact on customer satisfaction and reuse intention on information services and system services, which are service quality of mobile financial platforms. Even if a number of financial companies compete with each other, they could survive by dividing the market, In the digital environment, customers have free access, so the winner can monopolize the market. It is an environment in which customers can move to platform companies that provide better services. The contents presented through the results in this study will be able to be used strategically in terms of the implementation and operation of the financial platform. In addition, it served as an opportunity to find independent variables that affect customer satisfaction and reuse intention, which are financial platform service quality, and suggested the possibility of continuous development of the platform in the future. In summary, the service quality of financial platforms can further expand users by emphasizing user visibility in terms of information services and utilizing user-centered financial platforms that increase customer satisfaction and reliability by strengthening the responsiveness and ease of system services. This study is of important value and is believed to have laid an important foundation for future research.

• KSII Transactions on Internet and Information Systems (TIIS)
• /
• v.11 no.2
• /
• pp.1105-1117
• /
• 2017

Financial technology, also known as FinTech, is one of the fast growing global businesses in since its inception in 2008. Fintech is a new economic industry, comprised of companies that adopted the latest technologies to provide more efficient financial services than the traditional financial services. Fintech companies are generally small to medium sized startups trying to disintermediate existing financial systems. FinTech companies can be differentiated in several areas, based on its business solutions and target customers. In Korea, the Peer-to-Peer (P2P) lending companies are the most prominent in the FinTech sector. P2P lending is a method of borrowing or lending money to individuals through online services without the use of an official financial institution as an intermediary. The P2P lending companies operate their services entirely online or mobile environment. Consequently, mobile P2P lending application users are dramatically increasing. Thus, it is worth evaluating the acceptance of the mobile apps of the P2P lending companies from a user's perspective. This paper discusses user acceptance of the mobile P2P lending apps, guided by the Technology Acceptance Model. We conclude that the users' acceptance of mobile P2P lending apps are significantly influenced by perceived ease of use, perceived usefulness, and user satisfaction. These in turn influenced their attitude towards using mobile P2P lending apps and intention to use.

• Journal of Information Technology Services
• /
• v.8 no.3
• /
• pp.1-14
• /
• 2009

Due to economic turbulence and fierce competition in the IT service industry, companies have been seeking breakthrough of offerings by investing in research and development (R&D). This paper aims to examine the impact of R&D expenditure size on financial performance focusing on Korean IT service companies. The expected growth rate of revenue and net profit in the upcoming two years were analyzed based on three groups according to different R&D expenditure rates using collected data from 100 of IT service companies. Unlike our presumptions, our finding presents a non-significant relationship between the R&D expenditure size and companies' financial performance. An interesting result among others is that all companies invested in R&D strongly believe there will be an increase of their financial performance in the future.

• The Journal of the Korea Contents Association
• /
• v.20 no.1
• /
• pp.403-416
• /
• 2020

Unlike in the past, the environment related to CSR activities of financial services companies changed, such as lower interest rates, easier access to knowledge and the environment for risk management of financial services companies changed, including global economic instability, increased regulations, and exposure of new technologies associated with operating methods. This study examined the effects of CSR activities and risk management on sustainability and mediating effects of corporate image among financial service companies. The result of the study are as follows. First, the CSR's legal responsibilities, management in disaster risk and strategic risks of financial service enterprise have positive effect on sustainability, however, the management of CSR's ethical responsibilities, discretionary responsibilities, operational and financial risks have shown to have negative effect Second, CSR's legal responsibilities, discretionary responsibilities and the management of disaster risks act as mediating role between corporate image and sustainability. As a result, when financial service enterprises concentrate on managing CSR's Legal responsibilities and disaster risks, it was found that the corporate image improves and enhancement of sustainability.

• International Journal of Computer Science & Network Security
• /
• v.22 no.2
• /
• pp.39-46
• /
• 2022

The article is devoted to clarifying current trends in the digitalization of financial services. To this end, the evolution of this process in the financial sector was studied and six stages of its development were identified. The components of successful implementation of digitalization in the field of financial services and its tasks are outlined. It was found that fintech companies, which work to achieve effective interaction between the financial sector and innovative technologies in the use of mobile applications in order to most fully and quickly meet the needs of customers with financial services, are of great importance for the formation and development of digitalization in financial services. Current trends in the digitalization of financial services in Ukraine based on the use of fintech in general and banking institutions in particular are presented.

• The Journal of Asian Finance, Economics and Business
• /
• v.7 no.12
• /
• pp.1005-1015
• /
• 2020

This paper aims to propose a Comprehensive Decision Support Model to evaluate retail companies' financial performance traded on the Vietnam Stock Exchange Market. The financial performance has been examined in terms of the valuations ratios, profitability ratios, growth rates, liquidity ratios, efficiency ratios, and leverage ratios. The data of twelve companies from the first quarter to the fourth quarter of 2019 and the first quarter of 2020 were employed. The weights of 18 chosen financial ratios are calculated by using the Standard Deviation method (SD). Grey Relational Analysis technique was applied to obtain the final ranking of each company in each quarter. The results showed that leverage ratios have the most significant impact on the retail companies' financial performance and gives some long-term investment recommendations for stakeholders and indicated that the Taseco Air Services Joint Stock Company (AST), Mobile World Investment Corporation (MWG), and Cam Ranh International Airport Services Joint Stock Company (CIA) are three of the top efficient companies. The three of the worst companies are Viglacera Corporation (VGC), Saigon General Service Corporation (SVC), and HocMon Trade Joint Stock Company (HTC). Furthermore, this study suggests that the GRA model could be implemented effectively to ranking companies of other industries in the future research.

• Journal of Information Technology Applications and Management
• /
• v.23 no.2
• /
• pp.195-206
• /
• 2016

Mobile financial services with incorporated into IT are actively introduced and being operated worldwide. Meanwhile, a relationship setting of industrial capital and financial capital has a close connection with development process of the financial markets and the economic development. If the relationship setting of industrial capital and financial capital are right, it will be good opportunity to ensure economic development, positive economic effect and global competitiveness of the financial industry as other developed countries. In order to expand the positive effects of these mobile financial services, a ICT companies, etc. should ease regulations to allow entry to the mobile financial services market. That is, the separation of banking and commerce should be abolished.

• Journal of the Korean Operations Research and Management Science Society
• /
• v.38 no.1
• /
• pp.89-101
• /
• 2013

With the growing importance of the financial industry, financial service companies need to better understand the behavior of consumers and develop effective marketing strategies accordingly. This study examines the key determinants in the satisfaction of financial services customers. According to the study, "satisfaction with branches," "product profitability," "corporate stability," "convenience" and "relational benefits" have an impact on the satisfaction levels. In particular, "branch satisfaction" was a vital factor for bank-centered customers, while "product diversity" was a key for securities-centered customers. This study will hopefully benefit not only financial companies, but also regulators and authorities in the finance industry.

• The Journal of Information Systems
• /
• v.15 no.4
• /
• pp.247-268
• /
• 2006

We introduce about XBRL, eXtensible Business Reporting Language, which is widely accepted as the international standard language for business financial reporting. XBRL is a language for the electronic communication of business and financial data which is revolutionizing business reporting around the world. It provides major benefits in the preparation, analysis and communication of business information. It offers cost savings, greater efficiency and improved accuracy and reliability to all those involved in supplying or using financial data. XBRL is a kind of XML application based on the open Internet technologies. We propose a framework for enterprise information supply chain using XBRL Web services. A Web service is defined as a software system based on XML and designed to support interoperable machine-to-machine interaction over a network by the W3C. Web services are frequently just application programming interfaces (API) that can be accessed over a network, such as the internet and executed on a remote system hosting the requested services. An XBRL Web service-based enterprise information supply chain enables for companies to implement seamless information supply chains from businesses to financial institutions, to supervisory authorities, and to other stake holders for real time information access. And thereby it is expected to contribute to the increase in the value of companies due to the enhanced visibility and transparency of accounting and management.