Relationship Marketing in Financial services/Santykiu Rinkodaros Ypatumai Teikiant Finansines Paslaugas

By Jurgileviciute, Laura; Sudzius, Vytautas | Business: Theory and Practice, June 2010 | Go to article overview

Relationship Marketing in Financial services/Santykiu Rinkodaros Ypatumai Teikiant Finansines Paslaugas


Jurgileviciute, Laura, Sudzius, Vytautas, Business: Theory and Practice


1. Ivadas

Finansiniu paslaugu sektorius keiciasi. Didziules konkurencijos salygomis finansiniu paslaugu teikeju klientams siulomos paslaugos ir priemones pasizymi tik labai nedideliais skirtumais. Kita vertus, astrejant konkurencijai, tobulejant technikai ir technologijai, klientai finansines paslaugas gali rinktis is labiau nutolusiu ir ivairesniu paslaugu teikeju. Taigi pati finansine paslauga nebevaidina lemiamo vaidmens renkantis paslaugu teikeja.

Ilga laika manyta, kad pagrindine sekmingos verslo pletros salyga--paslaugu ir priemoniu ivairoves didinimas ir zemesnes negu konkurentu kainu palaikymas, taciau si nuostata pamazu keiciasi. Greitai kintant situacijai finansiniu paslaugu rinkoje vis daugiau demesio turi buti skiriama santykiams su klientais palaikyti. Klientus reikia suvokti kaip savo vertybe, nes tik jie yra sekmes rinkoje pagrindas. Dabar kaip niekada anksciau finansiniu paslaugu teikejai turi aiskiai suprasti savo klientus, ju norus ir poreikius, kad butu galima tinkamai juos tenkinti. Santykiu rinkodara yra laikoma vienu efektyviausiu budu, padedanciu isspresti sias problemas. Santykiu rinkodara keicia senaja rinkodaros paradigma ir tampa siuolaikiniu paslaugu imoniu veiklos filosofija.

Intensyvi finansiniu paslaugu teikeju konkurencija ir vis didejantys klientu poreikiai finansiniu paslaugu teikejams kelia sunkumu ir nauju issukiu. Del finansiniu paslaugu standartizacijos nelieka isskirtinio siu paslaugu patrauklumo, todel finansiniu paslaugu teikejai, nagrinedami finansiniu paslaugu pletra, turetu atkreipti demesi i savo vieta rinkoje konkurentu atzvilgiu, akcentuojant tiesioginio bendravimo ir zmogiskojo veiksnio itaka, klientams renkantis finansiniu paslaugu teikeja, finansines paslaugas ir kartu priimant sprendimus.

Tyrimo objektas--santykiu rinkodara kaip finansiniu paslaugu pletros veiksnys.

Problema--teikiant finansines paslaugas mazai atsizvelgiama i santykiu rinkodaros teikiamas galimybes.

Tyrimo tikslas--isanalizavus santykiu su klientais ypatumus, parengti finansiniu paslaugu ir priemoniu pletros rinkoje galimybes.

Tyrimo metodai--mokslines ir periodines literaturos analize, logine analize ir sinteze.

Literaturoje issamiai analizuojamos finansines paslaugos ir rinkodara kaip atskiros tyrimu sritys, taciau nepateikiama rinkodaros, ypac santykiu rinkodaros, teikiant finansines paslaugas ypatumu ir ju specifikos analizes. Straipsnyje numatoma susieti santykiu rinkodaros principus su finansinemis paslaugomis, ivertinant specifinius siu paslaugu teikimo bruozus ir veiksnius, lemiancius santykiu tarp finansiniu paslaugu teikeju ir ju klientu sekme.

2. Santykiu rinkodaros teikiant finansines paslaugas taikymo specifika

Dauguma mokslininku ir praktiku mano, kad nauju paslaugu ar esamu paslaugu atnaujinimo ideju rasti nesunku, taciau jas igyvendinti gana sudetinga, nes tai brangiai kainuojantis procesas ir reikalauja personalo savimones, elgsenos pasikeitimu ir pan. Paslaugu naujoves suteikia teikejams konkurencini pranasuma, taciau jis gerokai trumpesnis uz prekes naujumo suteikiama pranasuma, nes paslaugos naujoves neimanoma juridiskai apsaugoti. Banku, taip pat kaip ir draudimo bendroviu, viesbuciu, turizmo agenturu, restoranu, vairavimo ar uzsienio kalbu mokymo istaigu pagrindine (bazine) paslauga yra ta pati, skiriasi tik papildomos paslaugos, kurias konkurentai gali greitai nukopijuoti. Tik retas paslaugu teikejas turi originalia paslaugos koncepcija. Dauguma paslaugu teikeju praktiskai galimybiu issiskirti is konkurentu iesko ne ivairindami pasiula, o gerindami kokybe arba lanksciai nustatydami kainas bei pletodami ilgalaikius santykius su klientais.

Svarbu vaidmeni tiriant ir teoriskai pagrindziant paslaugu vystymasi atlieka socialiniai mokslai: ivairius paslaugu pasiulos, teikimo proceso, kainodaros, vartotoju elgsenos ir kt. aspektus tiria ekonomika, vadyba, psichologija, sociologija, taciau reiksmingiausias vaidmuo tiriant paslaugu vystymosi fenomena tenka rinkodarai bei ivairiems pokyciams veikiant susiformavusioms naujoms rinkodaros mokslo kryptims--paslaugu rinkodarai ir santykiu rinkodarai. …

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