An Empirical Study of Major Segmentation Issues in Retail Banking

An Empirical Study of Major Segmentation Issues in Retail Banking Some major segmentation issues in retail banking are examined. It is found that primary institutions are associated with frequency of visits and that it is usually a low involvement decision oriented towards convenience. It is also shown that financial services consumption is a product driven decisionmaking process, further suggesting that more emphasis be put on product and multiinstitution usage research. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Bank Marketing Emerald Publishing

An Empirical Study of Major Segmentation Issues in Retail Banking

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0265-2323
DOI
10.1108/eb010824
Publisher site
See Article on Publisher Site

Abstract

Some major segmentation issues in retail banking are examined. It is found that primary institutions are associated with frequency of visits and that it is usually a low involvement decision oriented towards convenience. It is also shown that financial services consumption is a product driven decisionmaking process, further suggesting that more emphasis be put on product and multiinstitution usage research.

Journal

International Journal of Bank MarketingEmerald Publishing

Published: Jan 1, 1988

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