Applying the Concept of Service Marketing(Theory of Consumer Behavior)to Fund-Raising by Small and Medium-Sized Enterprises under the Permanent Relationship Banking

Abstract

Concerning the fund-raising by small and medium-sized enterprises under the permanent relationship banking, this paper tries to construct a theory about how small and medium-sized enterprises should give information to financial institutions based on communication theory by applying the concept of service marketing to the fund-raising. Communication can be divided into two categories. One is persuasive communication used for the borrowing with certain future cash flow and source of repayment. The other is the communication to build up shared reality used for the borrowing with the uncertain future cash flow. This paper mainly describes the former(the borrowing with certain future cash flow and source of repayment) based on consumer behavior model(extensive consumer decision processes).