Abstract:

The present study develops a System which explains resultant data (opening new check-accounts) in terms of causal measures (customer behaviour) and enables Management to set strategic plans, to control and evaluate them.The System of the present study is composed of a series of "Models" such as Communication, Bank New Customers and Agency Response Models. Each Model represents the process which Management believes goes on within that segment of a Marketing activity. The Simulation Based Information System developed for a French Bank becomes therefore a test market without memory in which Management may examine with impunity the complications of alternative policies and strategies in the whole Banking Market. Whether introducing new services or considering modification of a marketing program, in the Bank or Customer sector. Management may apply alternative strategies in the simulated environment and evaluate their implications under various assured competitors conditions.