THE INFLUENCE OF CUSTOMERS PERSPECTIVES AND PREFERENCES ON THE CUSTOMER-ORIENTED BANK MARKETING MIX STRATEGIES

This study examines the influences of the customers’ perspectives and preferences on the customeroriented marketing mix strategies implemented by the PT Bank Pembangunan Daerah Bali. The result showed that the customers’ perspective exerts a significant influence on the design of the marketing strategy, the customers’ preferences have a significant influence on the design of the marketing strategy, and the design of the marketing strategy has a beneficial influence upon the marketing mix strategy. The results of the test supported the theory on the marketing strategy process. The theory espoused that the activities to adopt the customers’ perspectives and preferences, in order to find out about their wants and needs, and the activities to devise a marketing strategy design, and the activities to implement the marketing mix strategy, should be treated as integrated activities because the three of them were one unified and comprehensive marketing strategy. The study provides the management of this Bank with a source of inspiration to be more pro-active in managing customer-oriented marketing strategies. It can be achieved by conducting a more integrated marketing activities based on a marketing strategy process. This marketing strategy should also be developed in BPD all across Indonesia as a strategic response to create a sustainable competitive edge in the increasingly competitive world of today’s banking sector.