Differentiation of service offerings to corporate clients: theory and implications for a medium-sized Belarusian bank

Burakov, Vladimir (2005) Differentiation of service offerings to corporate clients: theory and implications for a medium-sized Belarusian bank. [Dissertation (University of Nottingham only)] (Unpublished)

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In this dissertation, the problem of differentiation of service offerings to corporate clients is considered from the marketing perspective where the main focus put on understanding of customers’ needs.

Those issues are researched and analysed for the case of a medium-sized Belarusian bank pursuing focus differentiation strategy in the segment of corporate customers actively involved in foreign trade.

The key questions addressed in this work (with reference to the case context) are:

• What is valued by customers from the targeted segment?

• What the most important factors that influence their bank selection decisions?

• In what areas changes in the bank’s activities are necessary to assure the best service quality and customer satisfaction as a way to improve the strategy effectiveness?

In order to address the suggested research questions the literature review has been performed to identify range of relevant frameworks and concepts. The results of the review were later used to conceptualise our approach to research design and its results interpretation.

The data for further conclusions and managerial recommendations was obtained via primary research through distribution of 396 questionnaire among the selected 198 companies from the targeted segment.

Questionnaire were designed to receive quantitative data on the relative importance of quality aspects and bank selection criteria, level of customers satisfaction with the aspects of the chosen group of services. Customers were also provided an opportunity to raise specific to the bank’s offerings issues via some open-ended questions.

Findings of the research were analysed against the possibility to develop/strengthen on their base sustainable competitive advantage via service offerings differentiation. The analysis was illustrated by examples relevant for the chosen case.

The results of the research allowed to test some hypothesis, theoretical frameworks and findings of previous researches as well as to suggest questions for further studies. The research also provided more information on some aspects of organisational behaviour, roles and perceptions of different participants of decision-making-unit of a corporate customer.

This work also make its contribution in filling the gap of marketing researches of this kind in post-Soviet states and improving understanding of those markets.

Item Type: Dissertation (University of Nottingham only)
Keywords: marketing, differentiation, banking, service offerings
Depositing User: EP, Services
Date Deposited: 17 Feb 2006
Last Modified: 28 Dec 2017 17:09
URI: https://eprints.nottingham.ac.uk/id/eprint/20112

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