The effect of integrated marketing communication competencies on banking performance: Analysis with fuzzy vikor method

Dinçer H., Hacioǧlu Ü., Yilmaz R.

Actual Problems of Economics, vol.143, no.5, pp.247-260, 2013 (Scopus) identifier

  • Publication Type: Article / Article
  • Volume: 143 Issue: 5
  • Publication Date: 2013
  • Journal Name: Actual Problems of Economics
  • Journal Indexes: Scopus
  • Page Numbers: pp.247-260
  • Keywords: Banking, Fuzzy vikor, Imc, Performance evaluation, Strategy
  • Istanbul Medipol University Affiliated: No


Chain reaction of bank failures in advanced economies and the possibility of sovereign defaults are still the major concerns as credit default swap spreads breaking new records high. Moreover, the latest policy steps by banking authorities in advanced economies seem to have negative effect on banking performance. Fierce competition at financial market with relatively little profit, plus the new with-drawal mechanism regulations for low performance banks have resulted in a limited growth of banks at capital markets. IMC approach as a strategic tool aligns effective marketing strategies with successful corporate strategies. The result of fuzzy VIKOR analysis adapted in this study illustrate (i) effective banking performance depends on financial and nonfinancial parameters, (ii) effective marketing activities enhance performance, (iii) IMC is a strategic kit for aligning marketing operations and strategies, (iv) IMC approach with its competencies outperforms competing banks, (v) stock performance of the banks with IMC approach determines the banking position. © Hasan Dincer, Umit Hacioglu, Recep Yilmaz, 2013.