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How to Cite
Marketing strategy model influences on profitability improvement in urban commercial banks in China
Zhanpeng Xu
Faculty of Management Science, Bansomdejchaopraya Rajabhat University, Bangkok, 10600, Thailand
Muangmee Chaiyawit
Faculty of Management Science, Bansomdejchaopraya Rajabhat University, Bangkok, 10600, Thailand
Meekaewkunchorn Nusanee
Faculty of Management Science, Bansomdejchaopraya Rajabhat University, Bangkok, 10600, Thailand
Sattabut Tatchapong
Faculty of Management Science, Bansomdejchaopraya Rajabhat University, Bangkok, 10600, Thailand
DOI: https://doi.org/10.59429/esp.v10i10.4218
Keywords: Urban commercial banks; Marketing strategy model; Profitability; Customer loyalty; Psychological Mechanism
Abstract
This study examines how psychological mechanisms shape the profitability of Chinese urban commercial banks through marketing strategies. Investigating 465 urban commercial bank professions, the research integrates social psychology theories, particularly Cialdini’s six persuasion principles and prospect theory, into a marketing-performance framework. We found that while core products, financial services, security, and information technology remain essential drivers, their effects are best understood through customer loyalty. The findings reveal that persuasion mechanisms—such as reciprocity, authority, and social proof—strengthen customer perceptions of value and trust, while prospect theory explains how risk sensitivity and loss aversion influence loyalty. Customer loyalty emerges as the critical mediator, translating these psychological drivers into measurable financial gains. By highlighting the role of persuasion and decision-making under risk, this research enriches marketing theory with a behavioral psychological lens. It provides urban commercial banks with actionable insights: strategies that appeal to both functional needs and psychological motivations can more effectively enhance loyalty and profitability. Without extending the empirical model, this study further offers a contextual exposition of how the social environment, cultural orientations, and macroeconomic conditions shape customers’ interpretations of safety, service quality, and innovation cues, thereby influencing perceived value and loyalty.
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