Outlines the adaptation process in the distribution channel structure of the retail banking sector as a consequence of the introduction of electronic channels, such as telephone banking, PC banking and Internet banking. Based on responses from 42 retail banks in Denmark, their distribution channel strategies are described and their relation to selected marketing mix elements is examined. Most Danish retail banks attach decisive importance to offering a customer‐friendly PC bank service, whereas fewer of them attach the same importance to telephone, Internet and branch banking. A multiple channel strategy combining several channels is the most popular.
International Journal of Retail & Distribution Management – Emerald Publishing
Published: Feb 1, 1999
Keywords: Banking; Channel management; Communication technology; Denmark; Distribution channels; Marketing mix
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