Strategic marketing audit as technological surveillance in the credit card industry
Main Article Content
Keywords
Audit, financing tools, financial marketing
Abstract
Objective: to propose an intelligent mechanism of anticipation of the sensory adaptation of the consumer that notices the risk of credit card cancellation by virtue of the observable changes in the outgoing variables reported by the financial superintendency in Colombia, and the relationship between participation and relative share of the banks in the industry, to stimulate the differential threshold in the market of perfect competition of credit cards and intervene on the product's life cycle. Method: complexity paradigm incorporating aspects of primary and secondary research, abnormal data matrix and non-parametric statistics. Results: it was found that there is an explanatory model to simulate the cancellation behavior of cancelled cards in Colombia on the participation and relative share of each bank in the industry. Conclusions: the monitoring of public information variables on credit cards warns of changes in the industry and risks of increasing the bank's write-off portfolio. The use of artificial intelligence to develop anticipatory mechanisms based on historical information is fundamental to "feel and respond" to market changes and risks with the use of the product.
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References
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Kamarthi, S. V. & Pittner, S. (1999). Accelerating neural network training using extrapolations. Neural Networks, 12(1), 1285-99. https://doi.org/10.1108/09685220410518874
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Kotler, P. & Keller. (2006). Dirección de marketing. (12. ª ed.). México: Pearson Educación.
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Meyer, K. & Thi, Y. (2006). Market Penetration and Acquisition Strategies for Emerging Economies. Long Range Planning, 39(2), 177-197. https://doi.org/10.1016/j.lrp.2006.04.004
Morrison, A. & Wensley, R. (1991). Boxing up or Boxed in?: A Short History of the Boston Consulting Group Share/ Growth Matrix Alan. Journal of Marketing Management, 7(2), 105-129. https://doi.org/10.1080/0267257X.1991.9964145
Park, J. H., MacLachlan, D. L. & Love, E. (2011). New product pricing strategy under customer asymmetric anchoring. International Journal of Research in Marketing, 28(4), 309-318. https://doi.org/10.1016/j.ijresmar.2011.04.003
Peralta, P., Salazar, R. y Cervantes, V. (2014). Comportamiento del consumidor en las tiendas de barrios de los estratos de uno y dos en la ciudad de Barranquilla. Revista FACCEA, 4(1), http://www.udla.edu.co/revistas/index.php/faccea/article/view/323/317
Pérez-Ramírez, F. O. y Fernández-Castaño, H. (2007). Las redes neuronales y la evaluación del riesgo de crédito. Revista Ingenierías Universidad de Medellín, 6(10), 77-91. https://revistas.udem.edu.co/index.php/ingenierias/article/view/225
Pumsirirat, A. & Liu, Y. (2018). Credit Card Fraud Detection using Deep Learning based on Auto-Encoder and Restricted Boltzmann Machine. International Journal of Advanced Computer Science and Applications, 9(1), 18-25. https://dx.doi.org/10.14569/IJACSA.2018.090103
Ramos, F. y Rodríguez, N. (1995). Déficit fiscal y tasas de interés en Colombia. Revista ESPE, (27), 39-61. http://repositorio.banrep.gov.co/bitstream/handle/20.500.12134/4099/?sequence=1
Rochet J. C. & Tirole, J. (2011). Must-Take Cards: Merchant Discounts and Avoided Cost forthcoming. Journal of the European Economic Association, 9(3), 462-495. https://doi.org/10.1111/j.1542-4774.2011.01020.x
Rodríguez, S. (2003). Contratos Bancarios: Su significación en América Latina. Bogotá; Legis Literatura Jurídica.
Rysman, M. (2009). The Economics of Two-Sided Markets. Journal of Economic Perspectives, 23(3), 125-43. 10.1257/jep.23.3.125
Schiffman, L. & Kanuk, L. (2005). Comportamiento del Consumidor. (8. ª ed.). México; Pearson prentice.
Schwab, K. (2017). The Fourth Industrial Revolution. New York; Currency.
Shankar, D., McCreary, J. P., Han, W. & Shetye, S. R. (1996). Dynamics of the East India Coastal Current: Analytic solutions forced by interior Ekman pumping and local alongshore winds. Journal of Geophysical Research, 101(C6), 13975-13991. https://doi.org/10.1029/96JC00559
Sietsma, J. & Dow, R. (1991). Creating artificial neural networks that generalize. Neural Networks, 4(1), 67-79. https://doi.org/10.1016/0893-6080(91)90033-2
Smith N. C., Drumwright, M. E. & Gentile, M. C. (2010). The New Marketing Myopia. Journal of Public Policy & Marketing, 29(1), 4-11. https://doi.org/10.1509/jppm.29.1.4
Tanev, S., Bailetti, T., Allen, S., Milyakov, H., Durchev, P. & Ruskov, P. (2011). How do value co-creation activities relate to the perception of firms' innovativeness?. Journal of Innovation Economics & Management, 7(1), 131-159. https://www.cairn.info/revue-journal-of-innovation-economics-2011-1-page-131.htm
Ustáriz, L. (2003). El comité de Basilea y la supervisión bancaria. Vniversita, (105), 431- 462. https://www.redalyc.org/pdf/825/82510517.pdf
Vargo, S. L. & Lusch, R. (2004). Evolving to a New Dominant Logic for Marketing. Journal of Marketing, 68(1), 1-17. https://doi.org/10.1509%2Fjmkg.68.1.1.24036
Wansink, B., Kent, R. J., Hoch, S. J. (1998). An Anchoring and Adjustment Model of Purchase Quantity Decisions. Journal of Marketing Research 35(1), 71-81 https://doi.org/10.1177/002224379803500108
Zhang, J. & Morris, A. J. (1998). A sequential learning approach for single hidden layer neural networks. Neural Networks, 11(1), 65-80. https://doi.org/10.1016/S0893-6080(97)00111-1
Armstrong, J. S. & Brodie, R. J. (1994). Effects of Portfolio Planning Methods on Decision Making: Experimental Results. International Journal of Research in Marketing, 11(1), 73-84. https://doi.org/10.1016/0167-8116(94)90035-3
Bardey, D. y Meléndez, M. (2012). La economía de los mercados de dos lados: aplicación al análisis de las tarjetas de pago en Colombia. Bogotá; Ediciones Uniandes.
Basel Committee on Banking Supervision. BCBS. (2017). Basel III: Finalising post-crisis reforms. Bank for International Settlement BIS. https://www.bis.org/bcbs/publ/d424.htm
Bingxing, C. & Juan, J. (2008). Achieving Superior Financial Performance in China: Diferenciation, Cost Leadership or both? Journal of international Marketing, 16(3), 1-22. https://doi.org/10.1509/jimk.16.3.1
Caillaud, B. & Jullien, B. (2003). Chicken & Egg: Competition among Intermediation Service Providers. Rand Journal of Economics, 34(2), 309-28. https://www.jstor.org/stable/1593720
Cano, A. (2014). Auditoría y evaluación del Marketing. Medellin: Centro Editorial Esumer.
Castelló, A. (2011). Los portales verticales de Marketing y Publicidad en los medios sociales. Vivat Academia, (117), 78-120. https://doi.org/10.15178/va.2011.117E.970-1001
Curry, B. & Moutinho, L. (1993). Neural Networks in Marketing: Modelling Consumer Responses to Advertising Stimuli. European Journal of Marketing, 27(7), 5-20. https://doi.org/10.1108/03090569310040325
Denoeux, T. & Lengelle, R. (1993). Initializing back propagation networks with prototypes. Neural Networks, 6(3), 351-63. https://doi.org/10.1016/0893-6080(93)90003-F
Epley, N. & Gilovich, T. (2010). Anchoring unbound. Journal of Consumer Psychology, 20(1), 20-2. https://doi.org/10.1016/j.jcps.2009.12.005
Field, A. P. (2005). Discovering statistics using SPSS, (2nd ed.). London: Sage Publication.
Franklin E. (2007). Auditoría Administrativa. Gestión Estratégica de Cambio. México; Editorial Pearson–Prentice Hall.
Galo, I. (2002, 14 de mayo). Los chips se tomas las tarjetas. El Tiempo. Recuperado de https://www.eltiempo.com/archivo/documento/MAM-1334583
García, S. (2012). La administración de tarjetas de crédito desde un esquema perceptivo del consumidor en Colombia, Contexto, 1(1). https://sophia.ugca.edu.co/index.php/contexto/article/view/37
Garson, G. (1991). A Comparison of Neural Network and Expert Systems Algorithms with Common Multivariate Procedures for Analysis of Social Science Data. Social Science Computer Review, 9(3), 399-434. https://doi.org/10.1177/089443939100900304
Hooley, G. J., Saunders, J. A. & Piercy, N. F. (2005). Estratégia de Marketing e Posicionamento Competitivo. (3. ª ed.) Brazil; Prentice Hall.
Hutcheson, G. & Sofroniou, N. (1999). The multivariate social scientist: introductory statistics using generalized linear models. London: Sage Publication.
Kahneman, D. & Tversky, A. (1972). Subjective probability: A judgment of representativeness. Cognitive Psychology, 3(3), 430-454. https://doi.org/10.1016/0010-0285(72)90016-3
Kamarthi, S. V. & Pittner, S. (1999). Accelerating neural network training using extrapolations. Neural Networks, 12(1), 1285-99. https://doi.org/10.1108/09685220410518874
Keys, B.J. & Wang, J. (2019). Minimum payments and debt pay down in consumer credit cards. Journal of Financial Economics, 131(3)528–548. https://doi.org/10.1016/j.jfineco.2018.09.009
Kotler, P. & Keller. (2006). Dirección de marketing. (12. ª ed.). México: Pearson Educación.
LaTour, M. & Roberts, S. (1992). Cultural Anchoring and Product Diffusion. Journal of Consumer Marketing, 9(4), 29-33. https://doi.org/10.1108/07363769210037060
Lin, H., Yingbi, Z., Hengqing, T., Tong, Q. & Liu, D. (2011). Study on Psychological Crisis Evaluation Combining Factor Analysis and Neural Networks. Sientific Research, 2(2), 138-142. https://www.scirp.org/journal/paperinformation.aspx?paperid=4437
Meneses, L. A. y Macuacé, R. A. (2011). Valoración y riesgo crediticio en Colombia. Revista Finanzas y Política Económica, 3(2), 65-82. https://www.redalyc.org/pdf/3235/323527256006.pdf
Meyer, K. & Thi, Y. (2006). Market Penetration and Acquisition Strategies for Emerging Economies. Long Range Planning, 39(2), 177-197. https://doi.org/10.1016/j.lrp.2006.04.004
Morrison, A. & Wensley, R. (1991). Boxing up or Boxed in?: A Short History of the Boston Consulting Group Share/ Growth Matrix Alan. Journal of Marketing Management, 7(2), 105-129. https://doi.org/10.1080/0267257X.1991.9964145
Park, J. H., MacLachlan, D. L. & Love, E. (2011). New product pricing strategy under customer asymmetric anchoring. International Journal of Research in Marketing, 28(4), 309-318. https://doi.org/10.1016/j.ijresmar.2011.04.003
Peralta, P., Salazar, R. y Cervantes, V. (2014). Comportamiento del consumidor en las tiendas de barrios de los estratos de uno y dos en la ciudad de Barranquilla. Revista FACCEA, 4(1), http://www.udla.edu.co/revistas/index.php/faccea/article/view/323/317
Pérez-Ramírez, F. O. y Fernández-Castaño, H. (2007). Las redes neuronales y la evaluación del riesgo de crédito. Revista Ingenierías Universidad de Medellín, 6(10), 77-91. https://revistas.udem.edu.co/index.php/ingenierias/article/view/225
Pumsirirat, A. & Liu, Y. (2018). Credit Card Fraud Detection using Deep Learning based on Auto-Encoder and Restricted Boltzmann Machine. International Journal of Advanced Computer Science and Applications, 9(1), 18-25. https://dx.doi.org/10.14569/IJACSA.2018.090103
Ramos, F. y Rodríguez, N. (1995). Déficit fiscal y tasas de interés en Colombia. Revista ESPE, (27), 39-61. http://repositorio.banrep.gov.co/bitstream/handle/20.500.12134/4099/?sequence=1
Rochet J. C. & Tirole, J. (2011). Must-Take Cards: Merchant Discounts and Avoided Cost forthcoming. Journal of the European Economic Association, 9(3), 462-495. https://doi.org/10.1111/j.1542-4774.2011.01020.x
Rodríguez, S. (2003). Contratos Bancarios: Su significación en América Latina. Bogotá; Legis Literatura Jurídica.
Rysman, M. (2009). The Economics of Two-Sided Markets. Journal of Economic Perspectives, 23(3), 125-43. 10.1257/jep.23.3.125
Schiffman, L. & Kanuk, L. (2005). Comportamiento del Consumidor. (8. ª ed.). México; Pearson prentice.
Schwab, K. (2017). The Fourth Industrial Revolution. New York; Currency.
Shankar, D., McCreary, J. P., Han, W. & Shetye, S. R. (1996). Dynamics of the East India Coastal Current: Analytic solutions forced by interior Ekman pumping and local alongshore winds. Journal of Geophysical Research, 101(C6), 13975-13991. https://doi.org/10.1029/96JC00559
Sietsma, J. & Dow, R. (1991). Creating artificial neural networks that generalize. Neural Networks, 4(1), 67-79. https://doi.org/10.1016/0893-6080(91)90033-2
Smith N. C., Drumwright, M. E. & Gentile, M. C. (2010). The New Marketing Myopia. Journal of Public Policy & Marketing, 29(1), 4-11. https://doi.org/10.1509/jppm.29.1.4
Tanev, S., Bailetti, T., Allen, S., Milyakov, H., Durchev, P. & Ruskov, P. (2011). How do value co-creation activities relate to the perception of firms' innovativeness?. Journal of Innovation Economics & Management, 7(1), 131-159. https://www.cairn.info/revue-journal-of-innovation-economics-2011-1-page-131.htm
Ustáriz, L. (2003). El comité de Basilea y la supervisión bancaria. Vniversita, (105), 431- 462. https://www.redalyc.org/pdf/825/82510517.pdf
Vargo, S. L. & Lusch, R. (2004). Evolving to a New Dominant Logic for Marketing. Journal of Marketing, 68(1), 1-17. https://doi.org/10.1509%2Fjmkg.68.1.1.24036
Wansink, B., Kent, R. J., Hoch, S. J. (1998). An Anchoring and Adjustment Model of Purchase Quantity Decisions. Journal of Marketing Research 35(1), 71-81 https://doi.org/10.1177/002224379803500108
Zhang, J. & Morris, A. J. (1998). A sequential learning approach for single hidden layer neural networks. Neural Networks, 11(1), 65-80. https://doi.org/10.1016/S0893-6080(97)00111-1
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Feb 13, 2020
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García-Carvajal, S., & Acuña-Barrantes, H. (2020). Strategic marketing audit as technological surveillance in the credit card industry. Desarrollo Gerencial, 12(1), 1–23. https://doi.org/10.17081/dege.12.1.3569
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