[ LES CRITERES DE CHOIX D’UNE BANQUE: UNE ANALYSE FAITE SUR LES PETITES ET MOYENNES ENTREPRISES DE LA VILLE DE BUKAVU ]
Volume 19, Issue 4, March 2017, Pages 863–869
Damien MANEGABE KATULANYA1
1 Assistant de deuxième mandat, Institut Supérieur de Techniques de Développement de Mulungu (ISTD-MULUNGU), Bukavu, Sud-Kivu, RD Congo
Original language: French
Copyright © 2017 ISSR Journals. This is an open access article distributed under the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
In December 2015, we have made a survey on 67 small and medium-sized businesses having an account in one of the seven main banks operating in Bukavu City. The aim was to know the determining factors of a Bank by the Bukavu’s small and medium-sized businesses which can assist these financial institutions in marketing strategies. The analytical method sustained by the survey technique was very useful for to collect and interpret the data on the field. The findings proved that several factors intervene in the choice of a Bank as a partner to small and medium-sized businesses in the Bukavu City. Among them we listed the price cost of granted services by the Bank, loan facility, service’s quality solvency and the Bank reputation. Considering these variables, the marketing services of our different Banks should focus their marketing strategies to the above mentioned factors in order to attract customers.
Author Keywords: criteria, Choice, Bank, small and medium-sized businesses.
Volume 19, Issue 4, March 2017, Pages 863–869
Damien MANEGABE KATULANYA1
1 Assistant de deuxième mandat, Institut Supérieur de Techniques de Développement de Mulungu (ISTD-MULUNGU), Bukavu, Sud-Kivu, RD Congo
Original language: French
Copyright © 2017 ISSR Journals. This is an open access article distributed under the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
Abstract
In December 2015, we have made a survey on 67 small and medium-sized businesses having an account in one of the seven main banks operating in Bukavu City. The aim was to know the determining factors of a Bank by the Bukavu’s small and medium-sized businesses which can assist these financial institutions in marketing strategies. The analytical method sustained by the survey technique was very useful for to collect and interpret the data on the field. The findings proved that several factors intervene in the choice of a Bank as a partner to small and medium-sized businesses in the Bukavu City. Among them we listed the price cost of granted services by the Bank, loan facility, service’s quality solvency and the Bank reputation. Considering these variables, the marketing services of our different Banks should focus their marketing strategies to the above mentioned factors in order to attract customers.
Author Keywords: criteria, Choice, Bank, small and medium-sized businesses.
Abstract: (french)
Durant le mois de décembre 2015, nous avons mené une enquête auprès de 67 petites et Moyennes Entreprises ayant ouvert un compte dans l’une de sept principales banques présentes dans la ville de Bukavu, en vue de déceler les facteurs qui déterminent le choix d’une banque par les P.M.E de Bukavu et qui peuvent servir de base pour les stratégies marketing de ces institutions financières de la place. La méthode analytique appuyée par la technique d’enquête nous ont été utiles pour la récolte et le traitement des données sur terrain. A l’issue de nos enquêtes, il ressort que plusieurs facteurs interviennent dans le choix d’une banque comme partenaire à la P.M.E de la ville de Bukavu. Il s’agit notamment du coût des services offerts par la banque, l’accès facile au crédit, la qualité de la banque ainsi que sa réputation. Considérant ces révélations, les services de marketing de nos différentes banques devraient orienter leurs stratégies marketing vers ces différents facteurs en vue de s’attirer des clients.
Author Keywords: Critères, Choix, Banque, Petite et Moyenne Entreprise.
How to Cite this Article
Damien MANEGABE KATULANYA, “CRITERIA FOR CHOOSING A BANK: ANALYSES ON SMALL AND MEDIUM-SIZED BUSINESSES IN BUKAVU CITY,” International Journal of Innovation and Applied Studies, vol. 19, no. 4, pp. 863–869, March 2017.
