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Marketing effectiveness and business performance in the financial services industry

Kwaku Appiah‐Adu (Senior Lecturer in Marketing, Department of Business and Management, University of Portsmouth, Southsea, UK)
Alan Fyall (Lecturer in Marketing, Napier University, South Craig, Edinburgh, Scotland)
Satyendra Singh (Lecturer in Marketing, Southampton Business School, Southampton, UK)

Journal of Services Marketing

ISSN: 0887-6045

Article publication date: 1 February 2001



The purpose of this exploratory empirical study was to examine the link between effective marketing practices and business performance in the financial services industry. Based on a multi‐item construct of marketing effectiveness, data were generated from 52 banks and building societies. The effects of different marketing effectiveness dimensions upon profitability and growth as well as customer‐based performance indicators were investigated. Our results suggest that organisational variables such as customer philosophy, operational efficiency, marketing information and integrated marketing organisation are generally, significantly and positively associated with business performance. To conclude, managerial implications of the findings, study limitations and future research directions are discussed.



Appiah‐Adu, K., Fyall, A. and Singh, S. (2001), "Marketing effectiveness and business performance in the financial services industry", Journal of Services Marketing, Vol. 15 No. 1, pp. 18-34.




Copyright © 2001, MCB UP Limited

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