• ISSN: 2010-023X (Print)
    • Abbreviated Title: Int. J. Trade, Economics and Financ.
    • Frequency: Quaterly
    • DOI: 10.18178/IJTEF
    • Editor-in-Chief: Prof.Tung-Zong (Donald) Chang
    • Managing Editor: Ms. Shira. W. Lu
    • Abstracting/ Indexing:  Crossref, Electronic Journals Library , EBSCO
    • E-mail: ijtef.editorial.office@gmail.com
HOME > Archive > 2023 > Volume 14 Number 3 (Aug. 2023) >
IJTEF 2023 Vol.14(3): 56-60 ISSN: 2010-023X
DOI: 10.18178/ijtef.2023.14.3.756

Integrated Lean Service-Digital Marketing Model to Increase the Profitability of Debit Cards in Retail Banking

Franco García-Marreros, Marco Candela-Cribillero, Juan Carlos Quiroz-Flores*, Martin Collao-DíazA, lberto Flores-Pérez

Abstract—In the financial sector, the banking industry is one of the most important due to the large number of economic resources it handles, as well as the amount of employment it generates. For this reason, the correct functioning of the processes within the said industry is key. Being the debit card one of the main products of the banks, high performance of it is expected. However, many debit cards are not used and represent a large percentage of the financial losses of banking entities. Given this, to solve this problem, an integrated model based on lean service and digital marketing is proposed, using tools such as VSM, poka-yoke, work standardization and costumercentered marketing. The proposed model was validated through a simulation in Arena, where the consumer behavior and the lean model in the process shows an improvement of 2.7% in costeffectiveness. On the other hand, using surveys, customerfocused marketing strategies that would enhance the use of debit cards were determined.

Index Terms—Digital marketing, work standardization, lean service, debit cards

The authors are with the Universidad de Lima, Perú

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Cite: Franco García-Marreros, Marco Candela-Cribillero, Juan Carlos Quiroz-Flores*, Martin Collao-DíazA, lberto Flores-Pérez, "Integrated Lean Service-Digital Marketing Model to Increase the Profitability of Debit Cards in Retail Banking," International Journal of Trade, Economics and Finance vol.14, no.3, pp. 56-60, 2023.

Copyright © 2023 by the authors. 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 (CC BY 4.0).

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