ANALYZING THE USES OF SOCIETAL MARKETING CONCEPT OF BANK: A STUDY ON A PRIVATE BANK
Keywords:
Social Marketing, Customers, Planning, Behaviors.
Abstract
In the era of globalization, every company is changing their marketing policy due to gradually increasing competitors in the existing market where social marketing is changing and maintaining the behavior of people a society. Nowadays social marketing is not a new concept in Bangladesh, especially in the banking sector. The main objective of this study is to analyze the uses of the societal marketing concept of a private Bank Limited. In this study, the quantitative and qualitative method is followed by the authors. To identify the social marketing concept qualitative and quantitative method is used in this study. A non-probability convenience sampling method has been used for the study purpose. In this study, the targeted population was executives and customers of a private Bank Limited, Jhumjhumpur Branch, Jashore. Both primary and secondary data have been used in this study where primary data was collected from the survey questionnaire and the secondary was collected from different journals, newspapers, books, websites of banks, etc. For the study purpose, 100 sample sizes were taken and the researchers have used the Five-point Likert scale technique as sample scaling where 5=Strongly Disagree, 4=Disagree, 3=Neutral, 2=Agree, 1=Strongly Agree. From the study, the authors suggested that the use of societal marketing is profitable for the marketer because it can easily grasp customers’ attention.
JEL Classification Codes: M33, M40.
References
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Akhter, A., Asheq, A. A., Hossain, M. U. & Karim, M. K. (2020). Exploring customer intentions to adopt mobile banking services: evidence from a developing country. Banks and Bank Systems, 15(2), 105-116. http://dx.doi.org/10.21511/bbs.15(2).2020.10
Akhter, A., Karim, M. M., & Islam, K. M. A. (2022). The Impact of Creativity and Innovativeness on Digital Entrepreneurship: Empirical Evidence from Bangladesh. The Journal of Asian Finance, Economics, and Business, 9(3), 77-82. https://doi.org/10.13106/jafeb.2022.vol9.no3.0077.
Akhter, A., Karim, M. M., & Islam, K. M. A. (2021). The impact of emotional intelligence, employee empowerment and cultural intelligence on commercial bank employees ‘job satisfaction. Banks and Banks System, 16(4), 11-21. http://dx.doi.org/10.21511/bbs.16(4).2021.02
Akhter, A., Karim, M. M., Jannat, S., & Islam, K. M. A. (2022). Determining factors of intention to adopt internet banking services: A study on commercial bank users in Bangladesh. Banks and Bank Systems, 17(1), 125-136. http://dx.doi.org/10.21511/bbs.17(1).2022.11
Akhter, A., Hossain, M. U., & Asheq, A. A. (2020). Influential factors of social entrepreneurial intention in Bangladesh. The Journal of Asian Finance, Economics and Business, 7(8), 645-651.
Ara, E., Akhter, A., & Hoque, M. A. (2015). Analyzing the Changes of Preference Factors of Billboard by the Gender, Age & Occupation of Customer: A Study on Dhaka City. AIUB Journal of Business and Economics, 12(1), 81-100.
Coviello, N. E., Brodie, R. J., & Munro, H. J. (1997). Understanding contemporary marketing: development of a classification scheme. Journal of Marketing management, 13(6), 501-522.
Domegan, C. T. (2008). Social marketing: implications for contemporary marketing practices classification scheme. The Journal of Business & Industrial Marketing, 23(2), 135.
Frantz, C. M., Flynn, B., Atwood, S., Mostow, D., Xu, C., & Kahl, S. (2016). Changing energy behavior through community based social marketing. In The Contribution of Social Sciences to Sustainable Development at Universities (pp. 259-272). Springer, Cham.
Gazi, M. A. I., Tushar, H., Shuvro, R. A., Saha, S., & Rahaman, M. A. (2021). Factors Affecting Job Satisfaction of Sugar Industrial Workers in Relation to Demographic Factors: An Empirical Study in Bangladesh. The Journal of Asian Finance, Economics and Business, 8(6), 387-394.
Gordon, R., McDermott, L., & Hastings, G. (2008). Critical issues in social marketing. The Routledge companion to nonprofit marketing, 354-369.
Hastings, G. (2007). Social Marketing: Why Should the Devil Have all the Best Tunes? Butterworth-Heinemann: London
Hossain, S. A., Islam, M. N., Mahmud, M. S., & Islam, K. M. A. (2017). Evaluation of Financial Performance of Commercial Banks in Bangladesh: Comparative Study Based on CAMEL Approach. The Millennium University Journal, 2(1), 54-77.
Islam, K. M. A., & Miajee, M. R. K. (2018a). Small and Medium Enterprises (SMEs) Financing in Bangladesh: A Review of Literature. International Journal of Small and Medium Enterprises, 1(1), 11-15.
Islam, K. M. A. (2016a). Financial Performance Comparison of Top Rated Banking Financial Institutions (BFIs) of Bangladesh. Indian Journal of Science, 23(85), 669-697.
Islam, K. M. A. (2016b). Factors influencing consumers purchase decision: a case study of Pantene shampoo. Indian Journal of Science, 23(88), 910-923.
Islam, K. M. A. (2016c). Corporate Governance: Conjecture and Modernism. Indian Journal of Science, 23(86), 798-817.
Islam, K. M. A., Alam, I., & Al-Amin, D. M. (2015). Foreign exchange operation of private commercial banks in Bangladesh: A case study on AB Bank Limited. International Journal of Innovative Research and Creative Technology, 1(3). 296-304.
Islam, K. M. A., & Barghouthi, O. A. (2017a). An Islamic Perspective of Marketing. International Journal of Islamic Business & Management, 1(1), 17-19.
Islam, K. M. A. (2015). Throughput accounting: a case study. International Journal of Finance and Banking Research, 1(2), 19-23.
Islam, K. M. A., Alam, I., & Hossain, S. A. (2014). Examination of profitability between Islamic banks and conventional banks in Bangladesh: A comparative study. Research in Business and Management, 1(1), 78-89.
Islam, K. M. A., & Barghouthi, O. A. (2017b). Risk Management of Islamic Banking: An Islamic Perspective. International Journal of Islamic Banking and Finance Research, 1(1), 25-28.
Islam, K. M. A., Sadekin, M. S., Rahman, M., Chowdhury, M., & Haque, A. (2021). The impact of Shariah supervisory board and Shariah audit committee on CSR adoption at Islamic banks. Journal of Asian Finance, Economics and Business (JAFEB), 8(3), 479-485.
Islam, K. M. A., & Miajee, M. R. K. (2018b). Exploring E-Business in SMEs. International Journal of Small and Medium Enterprises, 1(1), 16-18.
Karim, M., Islam, J. & Mahmud. L. (2014). Job Satisfaction of Employees in Banking Sector. A Case Study on Janata Bank Limited. European Journal of Business and Management, 6(17), 70-78.
Karim, M., & Mahmud, L. (2018). Customer Satisfaction in Banking Sector: A Case Study on Janata Bank Limited. Noble International Journal of Business and Management Research, 2(11), 90100.
Karim, M. M. (2020). Servqual Model for Measuring Customer Satisfaction: An Analysis of Quantitative Data. Noble International Journal of Business and Management Research, 4(12), 117-125.
Laasch, O., & Conaway, R. N. (2014). Principles of responsible management: Global sustainability, responsibility, and ethics. Cengage Learning.
Lefebvre, R. C. (2011). An integrative model for social marketing. Journal of Social Marketing.
Opel, D. J., Diekema, D. S., Lee, N. R., & Marcuse, E. K. (2009). Social marketing as a strategy to increase immunization rates. Archives of pediatrics & adolescent medicine, 163(5), 432-437.
Peattie, K., & Peattie, S. (2009). Social marketing: A pathway to consumption reduction?. Journal of Business Research, 62(2), 260-268.
Peñaloza, L., & Venkatesh, A. (2006). Further evolving the new dominant logic of marketing: from services to the social construction of markets. Marketing Theory, 6(3), 299-316.
Rahaman, M. A., Ali, M. J., Kejing, Z., Taru, R. D., & Mamoon, Z. R. (2020). Investigating the effect of service quality on bank customers' satisfaction in Bangladesh. The Journal of Asian Finance, Economics, and Business, 7(10), 823-829.
Rahaman, M. A., Ali, M. J., Wafik, H., Mamoon, Z. R., & Islam, M. M. (2020). What Factors Do Motivate Employees at the Workplace? Evidence from Service Organizations. The Journal of Asian Finance, Economics, and Business, 7(12), 515-521.
Rahaman, M. A., Luna, K. F., Ping, Z. L., Islam, M. S., & Karim, M. M. (2021). Do Risk-Taking, Innovativeness, and Proactivity Affect Business Performance of SMEs? A Case Study in Bangladesh. The Journal of Asian Finance, Economics, and Business, 8(5), 689-695. http://dx.doi.org/10.13106/jafeb.2021.vol8.no5.068
Rahaman, M. A., Luna, K. F., Kejing, Z., Ping, Z. L., & Taru, R. D. (2021). Determinants of Accepting Internet Banking System: A Case Study in Bangladesh. The Journal of Asian Finance, Economics and Business, 8(5), 931-937.
Rahaman, M. A., Luna, K. F., Ping, Z. L., Islam, M. S., & Karim, M. M. (2021). Do Risk-Taking, Innovativeness, and Proactivity Affect Business Performance of SMEs? A Case Study in Bangladesh. The Journal of Asian Finance, Economics and Business, 8(5), 689-695.
Rahaman, M. K., Gazi, M. A. I., Bhuiyan, M. A., & Rahaman, M. A. (2021). Effect of Covid-19 pandemic on tourist travel risk and management perceptions. Plos one, 16(9), e0256486.
Rahaman, M. A., Luna, K. F., Mite, S., Islam, M., & Wafik, H. (2021). The effect of entrepreneurial orientation, market orientation and gender on business performance: An empirical study of SMEs in Bangladesh. The Journal of Asian Finance, Economics and Business, 8(6), 741-746.
Rahaman, M. A., Gupta, A., Ali, A. R. S. I., Ali, M. J., & Taru, R. D. (2021). Identification of Determining Factors of Employee Performance of SME Business. Academy of Entrepreneurship Journal, 27(6), 1-5.
Rahaman, M. A., Ahmed, T., Gupta, A., Taru, R. D. & Ali, A. R. S. I. (2022). What Factors Do Satisfy Employees of Sme Business Sector? A Study on a Developing Economy. Academy of Entrepreneurship Journal, 28, 1-5.
Rahaman, M. A., & Uddin, M. S. (2022). The Effect of Promotion and Job Training on Job Satisfaction of Employees: An Empirical Study of the SME Sector in Bangladesh. The Journal of Asian Finance, Economics and Business, 9(2), 255-260.
Al Amin, M., Arefin, M. S., Sultana, N., Islam, M. R., Jahan, I., & Akhter, A. (2020). Evaluating the customers' dining attitudes, e-satisfaction and continuance intention toward mobile food ordering apps (MFOAs): evidence from Bangladesh. European Journal of Management and Business Economics, 30(2), 211-229. https://doi.org/10.1108/EJMBE-04-2020-0066
Al Asheq, A., Tanchi, K. R., Akhter, S., Kamruzzaman, M., & Islam, K. M. A. (2022). Examining university students’behaviors towards online shopping: an empirical investigation in an emerging market.
Akhter, A., Asheq, A. A., Hossain, M. U. & Karim, M. K. (2020). Exploring customer intentions to adopt mobile banking services: evidence from a developing country. Banks and Bank Systems, 15(2), 105-116. http://dx.doi.org/10.21511/bbs.15(2).2020.10
Akhter, A., Karim, M. M., & Islam, K. M. A. (2022). The Impact of Creativity and Innovativeness on Digital Entrepreneurship: Empirical Evidence from Bangladesh. The Journal of Asian Finance, Economics, and Business, 9(3), 77-82. https://doi.org/10.13106/jafeb.2022.vol9.no3.0077.
Akhter, A., Karim, M. M., & Islam, K. M. A. (2021). The impact of emotional intelligence, employee empowerment and cultural intelligence on commercial bank employees ‘job satisfaction. Banks and Banks System, 16(4), 11-21. http://dx.doi.org/10.21511/bbs.16(4).2021.02
Akhter, A., Karim, M. M., Jannat, S., & Islam, K. M. A. (2022). Determining factors of intention to adopt internet banking services: A study on commercial bank users in Bangladesh. Banks and Bank Systems, 17(1), 125-136. http://dx.doi.org/10.21511/bbs.17(1).2022.11
Akhter, A., Hossain, M. U., & Asheq, A. A. (2020). Influential factors of social entrepreneurial intention in Bangladesh. The Journal of Asian Finance, Economics and Business, 7(8), 645-651.
Ara, E., Akhter, A., & Hoque, M. A. (2015). Analyzing the Changes of Preference Factors of Billboard by the Gender, Age & Occupation of Customer: A Study on Dhaka City. AIUB Journal of Business and Economics, 12(1), 81-100.
Coviello, N. E., Brodie, R. J., & Munro, H. J. (1997). Understanding contemporary marketing: development of a classification scheme. Journal of Marketing management, 13(6), 501-522.
Domegan, C. T. (2008). Social marketing: implications for contemporary marketing practices classification scheme. The Journal of Business & Industrial Marketing, 23(2), 135.
Frantz, C. M., Flynn, B., Atwood, S., Mostow, D., Xu, C., & Kahl, S. (2016). Changing energy behavior through community based social marketing. In The Contribution of Social Sciences to Sustainable Development at Universities (pp. 259-272). Springer, Cham.
Gazi, M. A. I., Tushar, H., Shuvro, R. A., Saha, S., & Rahaman, M. A. (2021). Factors Affecting Job Satisfaction of Sugar Industrial Workers in Relation to Demographic Factors: An Empirical Study in Bangladesh. The Journal of Asian Finance, Economics and Business, 8(6), 387-394.
Gordon, R., McDermott, L., & Hastings, G. (2008). Critical issues in social marketing. The Routledge companion to nonprofit marketing, 354-369.
Hastings, G. (2007). Social Marketing: Why Should the Devil Have all the Best Tunes? Butterworth-Heinemann: London
Hossain, S. A., Islam, M. N., Mahmud, M. S., & Islam, K. M. A. (2017). Evaluation of Financial Performance of Commercial Banks in Bangladesh: Comparative Study Based on CAMEL Approach. The Millennium University Journal, 2(1), 54-77.
Islam, K. M. A., & Miajee, M. R. K. (2018a). Small and Medium Enterprises (SMEs) Financing in Bangladesh: A Review of Literature. International Journal of Small and Medium Enterprises, 1(1), 11-15.
Islam, K. M. A. (2016a). Financial Performance Comparison of Top Rated Banking Financial Institutions (BFIs) of Bangladesh. Indian Journal of Science, 23(85), 669-697.
Islam, K. M. A. (2016b). Factors influencing consumers purchase decision: a case study of Pantene shampoo. Indian Journal of Science, 23(88), 910-923.
Islam, K. M. A. (2016c). Corporate Governance: Conjecture and Modernism. Indian Journal of Science, 23(86), 798-817.
Islam, K. M. A., Alam, I., & Al-Amin, D. M. (2015). Foreign exchange operation of private commercial banks in Bangladesh: A case study on AB Bank Limited. International Journal of Innovative Research and Creative Technology, 1(3). 296-304.
Islam, K. M. A., & Barghouthi, O. A. (2017a). An Islamic Perspective of Marketing. International Journal of Islamic Business & Management, 1(1), 17-19.
Islam, K. M. A. (2015). Throughput accounting: a case study. International Journal of Finance and Banking Research, 1(2), 19-23.
Islam, K. M. A., Alam, I., & Hossain, S. A. (2014). Examination of profitability between Islamic banks and conventional banks in Bangladesh: A comparative study. Research in Business and Management, 1(1), 78-89.
Islam, K. M. A., & Barghouthi, O. A. (2017b). Risk Management of Islamic Banking: An Islamic Perspective. International Journal of Islamic Banking and Finance Research, 1(1), 25-28.
Islam, K. M. A., Sadekin, M. S., Rahman, M., Chowdhury, M., & Haque, A. (2021). The impact of Shariah supervisory board and Shariah audit committee on CSR adoption at Islamic banks. Journal of Asian Finance, Economics and Business (JAFEB), 8(3), 479-485.
Islam, K. M. A., & Miajee, M. R. K. (2018b). Exploring E-Business in SMEs. International Journal of Small and Medium Enterprises, 1(1), 16-18.
Karim, M., Islam, J. & Mahmud. L. (2014). Job Satisfaction of Employees in Banking Sector. A Case Study on Janata Bank Limited. European Journal of Business and Management, 6(17), 70-78.
Karim, M., & Mahmud, L. (2018). Customer Satisfaction in Banking Sector: A Case Study on Janata Bank Limited. Noble International Journal of Business and Management Research, 2(11), 90100.
Karim, M. M. (2020). Servqual Model for Measuring Customer Satisfaction: An Analysis of Quantitative Data. Noble International Journal of Business and Management Research, 4(12), 117-125.
Laasch, O., & Conaway, R. N. (2014). Principles of responsible management: Global sustainability, responsibility, and ethics. Cengage Learning.
Lefebvre, R. C. (2011). An integrative model for social marketing. Journal of Social Marketing.
Opel, D. J., Diekema, D. S., Lee, N. R., & Marcuse, E. K. (2009). Social marketing as a strategy to increase immunization rates. Archives of pediatrics & adolescent medicine, 163(5), 432-437.
Peattie, K., & Peattie, S. (2009). Social marketing: A pathway to consumption reduction?. Journal of Business Research, 62(2), 260-268.
Peñaloza, L., & Venkatesh, A. (2006). Further evolving the new dominant logic of marketing: from services to the social construction of markets. Marketing Theory, 6(3), 299-316.
Rahaman, M. A., Ali, M. J., Kejing, Z., Taru, R. D., & Mamoon, Z. R. (2020). Investigating the effect of service quality on bank customers' satisfaction in Bangladesh. The Journal of Asian Finance, Economics, and Business, 7(10), 823-829.
Rahaman, M. A., Ali, M. J., Wafik, H., Mamoon, Z. R., & Islam, M. M. (2020). What Factors Do Motivate Employees at the Workplace? Evidence from Service Organizations. The Journal of Asian Finance, Economics, and Business, 7(12), 515-521.
Rahaman, M. A., Luna, K. F., Ping, Z. L., Islam, M. S., & Karim, M. M. (2021). Do Risk-Taking, Innovativeness, and Proactivity Affect Business Performance of SMEs? A Case Study in Bangladesh. The Journal of Asian Finance, Economics, and Business, 8(5), 689-695. http://dx.doi.org/10.13106/jafeb.2021.vol8.no5.068
Rahaman, M. A., Luna, K. F., Kejing, Z., Ping, Z. L., & Taru, R. D. (2021). Determinants of Accepting Internet Banking System: A Case Study in Bangladesh. The Journal of Asian Finance, Economics and Business, 8(5), 931-937.
Rahaman, M. A., Luna, K. F., Ping, Z. L., Islam, M. S., & Karim, M. M. (2021). Do Risk-Taking, Innovativeness, and Proactivity Affect Business Performance of SMEs? A Case Study in Bangladesh. The Journal of Asian Finance, Economics and Business, 8(5), 689-695.
Rahaman, M. K., Gazi, M. A. I., Bhuiyan, M. A., & Rahaman, M. A. (2021). Effect of Covid-19 pandemic on tourist travel risk and management perceptions. Plos one, 16(9), e0256486.
Rahaman, M. A., Luna, K. F., Mite, S., Islam, M., & Wafik, H. (2021). The effect of entrepreneurial orientation, market orientation and gender on business performance: An empirical study of SMEs in Bangladesh. The Journal of Asian Finance, Economics and Business, 8(6), 741-746.
Rahaman, M. A., Gupta, A., Ali, A. R. S. I., Ali, M. J., & Taru, R. D. (2021). Identification of Determining Factors of Employee Performance of SME Business. Academy of Entrepreneurship Journal, 27(6), 1-5.
Rahaman, M. A., Ahmed, T., Gupta, A., Taru, R. D. & Ali, A. R. S. I. (2022). What Factors Do Satisfy Employees of Sme Business Sector? A Study on a Developing Economy. Academy of Entrepreneurship Journal, 28, 1-5.
Rahaman, M. A., & Uddin, M. S. (2022). The Effect of Promotion and Job Training on Job Satisfaction of Employees: An Empirical Study of the SME Sector in Bangladesh. The Journal of Asian Finance, Economics and Business, 9(2), 255-260.
Published
2022-04-12
How to Cite
Rain, N. J. N., Roy, D., Molla, M. R., Mamun, A. A., & Nayeem, M. A. I. (2022). ANALYZING THE USES OF SOCIETAL MARKETING CONCEPT OF BANK: A STUDY ON A PRIVATE BANK. American International Journal of Multidisciplinary Scientific Research, 12(1), 37-46. https://doi.org/10.46281/aijmsr.v12i1.1685
Issue
Section
Research Paper/Theoretical Paper/Review Paper/Short Communication Paper
Copyright (c) 2022 Navid Jun Nu Rain, Dipu Roy, Mijanur Rahman Molla, Abdullah Al Mamun, Md. Azizul Islam Nayeem
This work is licensed under a Creative Commons Attribution 4.0 International License.
