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/lp/emerald-publishing/commercial-bank-selection-in-turkey-s857HJ03ep
- Publisher
- Emerald Publishing
- Copyright
- Copyright © Emerald Group Publishing Limited
- ISSN
- 0265-2323
- DOI
- 10.1108/02652329110004249
- Publisher site
- See Article on Publisher Site
Abstract
In view of the intense competition in the banking industry all overthe world, managers of both commercial and public banks more and moreare applying marketing strategy techniques in the operations. The use ofmarketing techniques in banking becomes even more important indeveloping country environments, as the supply of bank services farexceeds the demand in most cases. To be able to remain competitive,commercial banks in developing countries need to be moremarketoriented. In the light of this, the factors used in selecting aprivatepublic commercial bank in an advanced developing country Turkey are examined. Study results indicate that there aredifferences among bank customers in their bank patronage behaviour whendemographic and socioeconomic factors are considered.
Journal
International Journal of Bank Marketing – Emerald Publishing
Published: Apr 1, 1991