Distribution channel strategies in Danish retail banking

Distribution channel strategies in Danish retail banking 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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Retail & Distribution Management Emerald Publishing

Distribution channel strategies in Danish retail banking

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Publisher
Emerald Publishing
Copyright
Copyright © 1999 MCB UP Ltd. All rights reserved.
ISSN
0959-0552
DOI
10.1108/09590559910252694
Publisher site
See Article on Publisher Site

Abstract

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.

Journal

International Journal of Retail & Distribution ManagementEmerald Publishing

Published: Feb 1, 1999

Keywords: Banking; Channel management; Communication technology; Denmark; Distribution channels; Marketing mix

References

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