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- Loan behaviors of cooperative member -Examination of cooperative banks in retail-
Loan behaviors of cooperative member -Examination of cooperative banks in retail-
Shinri Murakami
JA Bank Hiroshima
This study pays particular attention to relationship marketing various marketing theories, and examines the effectiveness of a marketing approach for the cooperative banks. Relationship marketing, based on long-term and consecutive relationships with the customers has become a central issue in marketing. In addition, the constructive concept of relationship marketing seems to share many common features with the cooperative membership system of cooperative banks.
In this paper a hypothesis model based on the above is verified using covariance structure analysis. This model considers “structural factor” and “maintenance factor” as latent variables, and “cooperative member retention rate” and “cooperative member rate” as observed variables mainly. In terms of the analysis data, 13 agricultural cooperatives were asked to supply its customer data, which was collected by branch.
This analysis proves that the cooperative membership system itself includes the elements of relationship marketing. It also demonstrates that these elements have a considerable impact on business performance. However, the author assumed a housing loan and a car loan in an observed variable in the process of the preliminary investigation. The analysis finally ended with an insufficient result. And the author was not able to take them in a hypothesis model.
The author carried out questionary survey about Loan behaviors of cooperative member for a visitor to confirm the reason. And aim of this survey is to supplement the analysis of the hypothesis model that the author already made. The premise of the survey is as follows. The author can get more affirmative answers, when the respondents are old and having the long business period, and are not cooperative associate member but cooperative member. In this survey, the part of the Loan behaviors of cooperative member became clear.