TY - JOUR
T1 - Perceptions of the 7p marketing mix of Islamic banks in Indonesia
T2 - What do twitter users say about it?
AU - Cahyono, Eko Fajar
AU - Rani, Lina Nugraha
AU - Kassim, Salina
N1 - Publisher Copyright:
© 2020 Primrose Hall Publishing Group.
PY - 2020
Y1 - 2020
N2 - Purpose: This study attempts to analyse the perceptions of social media users, particularly Twitter users, of social media marketing attempts by Indonesian Islamic banks. The perceptions of social media users are assessed based on the 7P marketing mix, namely: (i) product, (ii) promotion and education, (iii) price and other user outlays, (iv) process, (v) people, (vi) physical environment, and (vii) time. Design/methodology/approach: The research approach is descriptive quantitative, calculating the frequency of tweets based on their 7P marketing category and then interpreting the results. We collected more than 500,000 tweets by Twitter users in Indonesia, containing the phrase 'Islamic bank' between 2007 to 2018. The data was analysed using R software and managed using R-Python software. Findings: Results indicate that the 'people' factor gained the most responses from social media users, who were mainly customers of the Islamic banks, obtaining both positive and negative sentiments. The highest positive response given by customers were comments on staff's attitude, good appearance and courteous customer service, while they disliked long queues and convoluted service. These findings provide important insight for effective marketing strategies of Islamic banks. Originality/Value: This research is the first research in the world revealing the perception of consumers of Islamic banks through Twitter. It is also the first to reveal perceptions of Islamic banks through Twitter, using the 7Ps Marketing Mix analysis tool. This research was conducted using big data analysis (i.e. it used more than 500,000 Twitter tweets) analyse Islamic bank consumers.
AB - Purpose: This study attempts to analyse the perceptions of social media users, particularly Twitter users, of social media marketing attempts by Indonesian Islamic banks. The perceptions of social media users are assessed based on the 7P marketing mix, namely: (i) product, (ii) promotion and education, (iii) price and other user outlays, (iv) process, (v) people, (vi) physical environment, and (vii) time. Design/methodology/approach: The research approach is descriptive quantitative, calculating the frequency of tweets based on their 7P marketing category and then interpreting the results. We collected more than 500,000 tweets by Twitter users in Indonesia, containing the phrase 'Islamic bank' between 2007 to 2018. The data was analysed using R software and managed using R-Python software. Findings: Results indicate that the 'people' factor gained the most responses from social media users, who were mainly customers of the Islamic banks, obtaining both positive and negative sentiments. The highest positive response given by customers were comments on staff's attitude, good appearance and courteous customer service, while they disliked long queues and convoluted service. These findings provide important insight for effective marketing strategies of Islamic banks. Originality/Value: This research is the first research in the world revealing the perception of consumers of Islamic banks through Twitter. It is also the first to reveal perceptions of Islamic banks through Twitter, using the 7Ps Marketing Mix analysis tool. This research was conducted using big data analysis (i.e. it used more than 500,000 Twitter tweets) analyse Islamic bank consumers.
KW - 7Ps
KW - Indonesia
KW - Islamic bank
KW - Marketing mix
KW - R-Python
KW - Twitter
UR - http://www.scopus.com/inward/record.url?scp=85083059734&partnerID=8YFLogxK
M3 - Article
AN - SCOPUS:85083059734
SN - 2201-1315
VL - 11
SP - 300
EP - 319
JO - International Journal of Innovation, Creativity and Change
JF - International Journal of Innovation, Creativity and Change
IS - 11
ER -