小型信贷机构客户维系的调查
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摘要
本项研究的主要目标是为了针对小型信贷机构的客户维系建立一个理论框架并得到实际结论。这项研究的理论基础是所谓“穷人的银行”的小型贷款机构正在流失其第一、第二贷款周期的主要客户群。由于小型信贷机构只在第四和第五贷款周期之后才开始赢利,因此这些早期客户的中途退出对小型信贷机构的长期生存是不利的。本项研究旨在确定客户中途退出的原因并发掘出客户对小额信贷计划各方面的观点和满意水平。
为了研究上述问题,本文采取了案例研究的方法,并选取了三家巴基斯坦的小型信贷银行进行具体分析。这三家小型信贷银行是该国小型信贷部门的典型代表。除了其他收集数据的方法,本文主要采取的调研方法是从中途退出的客户中收集数据。最后将这些收集到的数据进行定性和定量的研究得到具体结论。
研究结果表明,金融产品,尤其是小额贷款和团体贷款是造成客户中途退出的主要原因,其次是客户的个人原因和商业原因。进一步研究表明：a)这些中途退出的客户适当的利用了贷款；b)大多数中途退出的客户认为贷款没有帮助到他们的家庭；c)在农村的中途退出的客户认为团体贷款帮助到了他们,而在城市的中途退出的客户却认为团体贷款没有帮到他们；d)这些中途退出的客户认为很容易而且能够偿付贷款；e)大部分中途退出的客户对这些贷款计划是满意的；f)大部分中途退出的客户愿意再次贷款并把这些贷款计划介绍给自己的亲友。
基于以上结论本文提出以下建议,小型信贷机构应该适当谨慎的选择客户,而且应该形成考虑客户地理接近性的小组。此外,小型信贷机构应该保留他们的现场工作人员,因为正是他们拥有客户的第一手资料。
The main objective of this study was to establish theoretic framework and get empiric findings on customer retention in microfinance institutes. The rationale behind this study was that Microfinance which is often referred as "Bank for the Poor", are loosing major chunk of their customers at first and second loan cycle. Considering that microfinance institutes are profitable on their customers only after fourth and fifth loan cycles, these early customer dropouts are considered detrimental for the long term survival of microfinance institutes. Therefore in this study effort has been made to identify the causes of customer dropouts and find out customers view point and satisfaction level about various aspects of microfinance program
In order to investigate the said issues case study approach was adopted and three microfinance banks operating in Pakistan were selected for detailed study. These three microfinance banks were the truly representative of microfinance sector in country. In addition to other methods of data collection, mainly survey technique was adopted to collect data from dropout customers. The information gathered was analyzed by using both qualitative and quantitative techniques to arrive at concrete conclusions.
The research findings revealed that financial products, particularly small size of loan and group lending were the main reasons of customer dropouts, followed by customer's personal and business reasons. Further research revealed that a) the dropout customers utilized loan properly, b) the majority of dropout customers believed that loan did not help their family, c) the dropout customers in rural areas believed that group lending helped them where as dropout customers in urban areas believed group lending did not helped them at all, d) the dropout customers reported that it was easy and with in capacity to repay loan, e) majority of dropout customers were satisfied with the loan program., and f) majority of dropout customers were willing to rejoin and refer the loan program to other friends and relatives.
On the basis of findings it was recommended that to increase customer retention rate microfinance institutes should select and qualify customers with due care, and groups should be formed considering the geographical proximity of customers. Further it was recommended that microfinance institutes should retain their field staff because they are the one who have first hand information about customers.
为了研究上述问题,本文采取了案例研究的方法,并选取了三家巴基斯坦的小型信贷银行进行具体分析。这三家小型信贷银行是该国小型信贷部门的典型代表。除了其他收集数据的方法,本文主要采取的调研方法是从中途退出的客户中收集数据。最后将这些收集到的数据进行定性和定量的研究得到具体结论。
研究结果表明,金融产品,尤其是小额贷款和团体贷款是造成客户中途退出的主要原因,其次是客户的个人原因和商业原因。进一步研究表明：a)这些中途退出的客户适当的利用了贷款；b)大多数中途退出的客户认为贷款没有帮助到他们的家庭；c)在农村的中途退出的客户认为团体贷款帮助到了他们,而在城市的中途退出的客户却认为团体贷款没有帮到他们；d)这些中途退出的客户认为很容易而且能够偿付贷款；e)大部分中途退出的客户对这些贷款计划是满意的；f)大部分中途退出的客户愿意再次贷款并把这些贷款计划介绍给自己的亲友。
基于以上结论本文提出以下建议,小型信贷机构应该适当谨慎的选择客户,而且应该形成考虑客户地理接近性的小组。此外,小型信贷机构应该保留他们的现场工作人员,因为正是他们拥有客户的第一手资料。
The main objective of this study was to establish theoretic framework and get empiric findings on customer retention in microfinance institutes. The rationale behind this study was that Microfinance which is often referred as "Bank for the Poor", are loosing major chunk of their customers at first and second loan cycle. Considering that microfinance institutes are profitable on their customers only after fourth and fifth loan cycles, these early customer dropouts are considered detrimental for the long term survival of microfinance institutes. Therefore in this study effort has been made to identify the causes of customer dropouts and find out customers view point and satisfaction level about various aspects of microfinance program
In order to investigate the said issues case study approach was adopted and three microfinance banks operating in Pakistan were selected for detailed study. These three microfinance banks were the truly representative of microfinance sector in country. In addition to other methods of data collection, mainly survey technique was adopted to collect data from dropout customers. The information gathered was analyzed by using both qualitative and quantitative techniques to arrive at concrete conclusions.
The research findings revealed that financial products, particularly small size of loan and group lending were the main reasons of customer dropouts, followed by customer's personal and business reasons. Further research revealed that a) the dropout customers utilized loan properly, b) the majority of dropout customers believed that loan did not help their family, c) the dropout customers in rural areas believed that group lending helped them where as dropout customers in urban areas believed group lending did not helped them at all, d) the dropout customers reported that it was easy and with in capacity to repay loan, e) majority of dropout customers were satisfied with the loan program., and f) majority of dropout customers were willing to rejoin and refer the loan program to other friends and relatives.
On the basis of findings it was recommended that to increase customer retention rate microfinance institutes should select and qualify customers with due care, and groups should be formed considering the geographical proximity of customers. Further it was recommended that microfinance institutes should retain their field staff because they are the one who have first hand information about customers.
引文
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[3]Gul. GR. Relationship marketing in microfinance industry:A Pakistan
perspective.4th international conference on innovation and management, Ube Japan,2007:Vol.1 and 2 pages 1342-1350
[4]Graham A.N. Wright. Drop-outs and Graduates-Lessons from Bangladesh, Micro Save-Market-led solutions for financial services,1997:1-6.
[5]Gul.GR. An analysis of customer attrition in microfinance institutions,5th international conference on innovation and management, Maastricht, Netherlands, 2008:Vol.1 and 2 pages 1088-1094
[6]Graham A.N. Wright. Market Research and Client-Responsive Product Development, Micro Save- Market-led solutions for financial services 2004:1-21
[7]Research Brief on the causes of the high rate of dropout amongst microfinance borrowers, Civil Society Human and Institutional Programme (CHIP). Islamabad Pakistan,2005
[8]Littlefield et al. cited in Graham A.N. Wright, David Cracknell, Leonard Mutesasira &Rob Hudson Strategic Marketing for Microfinance Institutions, Micro Save-Market-led solutions for financial services 2003:1-30
[9]Adam Lindgreen. A framework for studying relationship marketing dyads Qualitative Market Research:An International Journal,2001:Volume 4. No 2. 75-87
[10]Saunders, M., Lewis, P. and Thornhill, A, Research methods for Business Students, Pearson Education Limited.2000
[11]Creswell, J.W. Research Design:Qualitative Quantitative and Mixed Methods approach. Thousand Oaks:Sage Publications,1994
[12]Maylor, H and Blackmon, K. Researching Business and Management Basing-stoke Palgrave Macmillan,2005
[13]Mostyn, B. The Content Analysis of Qualitative Research Data:A Dynamic Approach, London Academic press,1985
[14]Morse, J.M, Emerging from the Data:The Cognitive Process of Analysis in qualitative inquiry in Morse J.M(ED) Critical issues in qualitative research methods Thousand Oaks:Sage Publications,1994:23-43.
[15]Bromely, A. B. The Case Study Methodology in Psychology and Related Disciplines, Chichester:Wiley,1986
[16]Jill and Johnson, (1991) cited in Jill Collis & Roger Hussey. Business Research Palgrave Macmillan 2003:109
[17]Drucker, P.F. Management:Tasks, Responsibilities, Practices, London: Heinemann,1973
[18]Berry, L.L, Relationship Marketing, in Berry, L.L, Shostack, G.L and Upah, GD. (Eds), Emerging perspectives on service marketing, American Association, Chicago,1983.
[19]Parvatiyar and J.N Seth. The Domain and Conceptual Foundations of Relationship marketing, Hand Book of Relationship Marketing, Sage publications New Delhi,2002
[20]Gronroos, C. Service Management and Marketing:Managing the Moments of Truth in Service Competition. Lexington. MA:Lexington.1990.
[21]Morgan, R.M. and Hunt, S.D. The Commitment Trust Theory of Relationship Marketing, Journal of Marketing,1994:Vol.58 (3),20-38
[22]Payne. Relationship Marketing for Competitive Advantage:Winning and Keeping Customers. Elsevier, London, England,1998
[23]Payne. Relationship Marketing:The U.K Perspective. Hand Book of Relationship Marketing. Sage Publications New Delhi,2002
[24]Payne.A. Relationship Marketing:The Six Markets Model (working paper).Cranfield, England:Cranfield University, School of Management,1991
[25]Dr. Adam Lindgreen and Michael Antioco Customer Relationship Management: One European Bank's Experiences, Department of Marketing, Catholic University 1-31
[26]Rosenberg, L.J.,& Czepiel, J. A, A Marketing Approach to Customer Retention, Journal of Consumer Marketing,1984:1 (2),45-51
[27]Turnbull, P.W., Wilson, D. T. Developing and Protecting Profitable Customer Relationships. Industrial Marketing Management,1989:Vol.18,233-238
[28]De Souza, G. Designing a Customer Retention Plan, the journal of Business Strategy,1992:24-28
[29]James L. Hesskett, Thomas O. Jones, Gary W. Loveman, W. Earl Sasser, Leonard a. Schlesinger. LA. Putting the Service Profit Chain to Work Harvard Business Review,1994:Vol.72, no.2,164-174
[30]Ennew, C. T., Binks, M.R. The Impact of Service Quality and Service Characteristics on Customer Retention:the Small Business and their Banks in the UK, British Journal of Management 994:Vol.7,219-230
[31]Payne, A., Frow, and P.E. Relationship Marketing:key Issues for the Utility Sector, Journal of Marketing Management,1997:Vol.13,463-477
[32]Gronroos, C. Creating a Relationship Dialogue:Communication, Interaction, Value, Marketing Review,2000:Vol.1 No.1,5-14
[33]Reichheld, F.F. The Loyalty Effect:The Hidden Force Behind Growth, Profits, and Lasting Value, Harvard Business School Press, Boston, MA,1996
[34]Rosenberg, Richard. Measuring Client Retention, Micro Banking Bulletin, No 6, 2001
[35]Matul. M, Vejzovic. S. Beyond Numbers:Prizma's Exit monitoring system. Spotlight note, Microfinace centre, March,2004
[36]Client Drop-out Rate:Technical note 1, Micro-Credit Ratings International Limited, India,2005.
[37]Churchill, Craig. Banking on Customer Loyalty Journal of Microfinance,2000: Vol.2, no.2, pp1-21
[38]Chuck Waterfield. The Challenges of Measuring Client Retention, Technical note no.2, The Practitioner Learning Program in Putting Client Assessment to Work SEEP Network and USAID.2006
[39]Wilson. Kim. Exodus:Why customer leave, Micro Banking Bulletin. No 6,2001: 17-19
[40]Brand, M. and J. Gerschick. Maximizing Efficiency in Microfinance:The path to Enhanced Outreach and Sustainability, Washington ACCION International,2000
[41]Leland, Olivia. Building Client Loyalty, Technical note no 2 Improving Efficiency-Maximizing Human and Physical Resources, SEEP Network and USAID,2006
[42]Irv Beiman, Yong-Ling Sun. Balanced Scorecard and Strategy Execution: application in china, China machine press 2004:25
[43]Ledger, Joanna. Microfmance Hand Book:An International and Financial Perspective. Washington DC:World Bank,2001
[44]Suresh Sundaresan. The Changing Landscape of Microfinance, Microfinance: Emerging Trends and Challenges. Edward Elegar Publishing Inc. Massachusetts, USA,2008
[45]Robinson, Marguerite, S. The Microfinance Revolution:Sustainable Finance for the Poor. Vol.1, Washington DC:World Bank.2001
[46]Balkenhol, Bernd and Churchill, From Microfinance to Micro health:Social Reinsurance:A New Approach to Sustainable Community Health Financing, Washington DC:World Bank,2002
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