Delivering Customer Satisfaction within the SME Client-Banker Relationship

The UK clearing banks, having significantly improved their customer service reputation in the UK SME (Small and Medium Size Enterprise) sector, may be revising their market position during the current recession. A survey of people starting a new business and bankers reveals that both ownerlmanagers and bankers feel the quality of the customer-bank relationship may have deteriorated. This situation has implications for both the availability of funds for new small business and the future strategies of the UK banks when servicing SME sector clients. A customer management model is proposed as a mechanism for classifying variution in ownerlmanager needs for financial service. The model is used to assess the nature of customer service which a bank may wish to provide to their different types of small business client.     

Relationship Marketing and the Orientation Customers Require of Suppliers

Increasingly firms are being encouraged to move away from traditional, transactional marketing towards building long-term relationships with customers. The majority of the literature examines the benefits to suppliers of adopting this philosophy. It was decided, therefore, to examine whether the interacation between customer requirements of the marketing style exhibited by their suppliers and customers’ perception of style delivered by suppliers might influence service quality satisfaction. To examine possible interactions, a mail survey of 500 .small UK manufacturing firms was undertaken to determine perceptions of services provided by accountants. The survey tool used two new scales developed specifically to measure requirements and perceptions of relationship marketing style. Service quality satisfaction was rneasured in relation to overall expectations versus perceptions, reliability, responsiveness, assurance, empathy and tangibility. Applying ANOVA to the responsiveness from 141 firms suggests that service quality satisfaction will be highest where there is convergence between the marketing style required of a supplier and a customer's perception of the style exhibited by the supplier: The implications of these findings in relation to the need for further research are discussed.     

Organizational Learning: An Empirical Assessment of Process in Small U.K. Manufacturing Firms

Organizational learning is increasingly being mentioned in the literature as a mechanism for assisting small firm survival. There exists, however, limited empirical evidence to validate the benefits claimed for the concept. A survey of small U.K. manufacturing firms was undertaken to ascertain whether entrepreneurial firms use higher-order (or double-loop) learning. Additional research aims included assessing whether organizational learning confers information management advantages and contributes to the upgrading of managerial competencies. The results suggest entrepreneurial firms do utilize higher-order learning and are able to manage information more effectively than non-entrepreneurial firms. Some evidence was found to support the view that higher-order learning influences certain managerial competencies. The implications of these findings are discussed and proposals presented on the needs for further research     

The organisational learning system within small UK manufacturing firms

Organisational learning is increasingly being mentioned in the literature as a mechanism for assisting the market performance of small firms. There exists, however, limited empirical evidence on the learning systems utilised to manage the process. A survey was undertaken to acquire data on whether a relationship exists between learning style and the nature of learning systems used by small UK manufacturing firms. The results suggest that as firms move from single towards double-loop learning this is accompanied by the adoption of a more formalised learning system inside the organisation. The implications of these finding are discussed and proposals presented on the needs for further research.     

A Typology for Evaluating Branch-Level Perceptions of Internal Customer Management Processes within the UK Clearing Banks

Since the late 1980, the UK Clearing Banks have faced growing criticism over the quality of their finanical services. Advantages may exist in using internal marketing to ensure closer integration of multiple functions across all departments. Although adoption of an internal marketing philosophy may improve the quality of services delivered to both internal and external customers, it appears that there are few paradigms available which can be used by bankers seeking to introduce the concept into their organisation. By applying a quasi-ethnographic approach, a qualitative internal customer management model was developed based on the Peters and Waterman 7s framework to describe the factors influencing internal customer relationship which exist between branches and other departments within a bank. To determine if the model could be used to evaluate branch-level perceptions of internal customer management practices, a survey was undertaken using a modifed version of the Parasuraman SERVQUAL model. The responses suggest that possible actions to establish a stronger internal customer orientation may include altering prevailing management styles, restructuring, redirecting operational strategies away from excessive emphasis on technical efficiency and improving understanding of internal customer needs. Although the study indicates that the SERVQUAL tool can be used to examine internal customer service processes within the financial services sector, there is still only anecdotal evidence that stronger internal customer chains will enhance organisational performance. Further research is needed to validate claims that there are favourable cost/benefit outcomes to be exploited by strengthing internal customer management practices. For bankers who are convinced that changing internal organisational processes may enhance the quality of services delivered to external customers, then a process flow model is presented of a possible approach for evaluating and implementing changes necessary to create a stronger internal customer orientation within their organisation.     

Older consumer opportunities: small firm response in a selected group of UK service sector markets

Socio-demographic trends mean that the 50+ age group are wealthier and now enjoy high per capita incomes. Some large firms are now exploiting the opportunities within this market. This study aims to assess whether small UK service firms are also revising their marketing practices in response to socio-demographic change. A survey suggests most small firms have not yet recognised the opportunities available. The exceptions are the more entrepreneurially orientated small firms. Discussion is provided on the need for further research to small firm behaviour in the 50+ market.     

Relationship Marketing,Knowledge Management Systems and E-Commerce Operations in Small UK Accountancy Practices

Some firms are using relationship marketing linked to knowledge management systems to achieve competitive advantage. Limited empirical evidence exists on the contribution that relationship marketing and knowledge management systems can make towards market success. E-commerce provides an opportunity to assess possible relationships that may exist between relationship marketing; knowledge management systems and market performance. A survey of small UK accounting practices suggests that adopting a relationship marketing orientation can enhance market performance. Those practices, which have adopted a relationship marketing orientation, tend to have established knowledge management systems and be involved in ecommerce. The implications of these findings are discussed and proposals made about further research needs.     

Environmental management in Devon and Cornwall's small and medium sized enterprise sector

This paper suggests that environmental impacts can be reduced in the SME sector through more detailed, less generic model developments for each industrial sector based on best practices and not on strategic management systems. It also suggests simplification of environmental support organisations and advocates the development of the concept of Energy Performance Contracting to Environmental Performance Contracting. There are undoubtedly many ways in which SMEs can improve their environmental performance but it is questionable that within the present economic system environmental sustainability will ever be achieved. Increased environmental regulation would certainly level the playing field but would not change the fundamental attitudes towards the environment as a generator of maximum wealth for the sole purpose of short term consumption. Self regulation is certainly the ultimate goal, where individuals and businesses recognise and respect the environment on more of an holistic level and where other individual utilities are gained from work aside from financial gain. The argument is that this radical (used here in its true sense to mean from the root) change of economic priorities could be achieved through a fair trading system run on a bioregional level. However at the moment self regulation within the present economic system seems ineffective as the environment is simply not a priority for SMEs. Small scale environmental improvements may occur but results from this research suggest that commitment to the environment on a practical rather than theoretical level needs to exist for substantial change to take place. This commitment is unlikely to increase substantially within an economic system that does not attach higher value to the environment. The attainment of environmental sustainability would require a fresh analysis of the economic system and our own individual consciousness.     

The Influence of Alternative Marketing Styles on Internal Competences in Small Manufacturing Firms: the Results of a UK Investigation

Increasingly firms are being encouraged to move away from traditional, transactional marketing and instead adopt a relationship marketing orientation. Concurrently another emerging academic concept is entrepreneurial marketing. Interest in this latter area has, in part, been stimulated by research on marketing processes within the SME sector. It is proposed that the merger of relationship and entrepreneurial marketing might result in 4 alternative marketing styles. To determine whether these styles exist, a mail survey of 300 small UK manufacturing firms was undertaken in the summer of 1996. The survey tool used the Covin/Slevin entrepreneurial measurement scale and a new scale developed specifically to measure relationship marketing style. Competence was measured by seeking managing directors' assessment of the current capability of their firm in the areas of positioning, innovation, H.R.M., employee productivity, quality and information management. Applying ANOVA to the responses from 104 firms suggests that respondent firms can be classified into 4 different marketing styles and that an orientation towards an entrepreneurial-transactional marketing style will generate the highest overall sales growth rate. Discriminant function analysis indicates that relationship orientated firms exhibit higher competences in areas such as the management of quality and the utilisation of information to enhance decision-making. The implications of these findings in relation to the future provision of support services to smaller firms are discussed, as is the need for further research.     

The exploitation of market knowledge within relationship orientated small accountancy practices

Within the academic literature there is general acceptance that customer knowledge competence can have a critical influence over whether a firm can successfully achieve a market advantage over competition. There is, however, only limited empirical evidence to support this perspective. This study utilises a previously developed customer knowledge survey tool to compare knowledge management practices within small relationship orientated accountancy practices and small, transactionally orientated firms. The survey was undertaken across a sample of small UK accountancy practices. Results suggest that compared to their transactional counterparts, small relationship orientated firms perceive that customer knowledge is an important aspect of the marketing process. Small, relationship orientated practices also appear to recognise the importance of operating a structured knowledge management system within their organisations.