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Increased Marketing Orientation UK Bank Branch Networks

Increased Marketing Orientation UK Bank Branch Networks London Clearing Banks LCBs are currently endeavouring to improvetheir overall branch delivery system by adopting strategies whichpromote branches as marketing centres. This approach is necessarybecause of the substantial inherent disadvantages associated with thebranch network. Branches are expensive and as distribution channels theyare less than efficient. This inefficiency stems from the fact thatcustomers need to be induced into them and also becausebranches are relatively inflexible and difficult to adapt to changingmarket conditions. As a consequence the strategies are identified anddiscussed, which are currently being implemented by banks in anendeavour simultaneously to improve both customer satisfaction and theefficiency of branch networks by making them more responsive to theneeds of the market. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Bank Marketing Emerald Publishing

Increased Marketing Orientation UK Bank Branch Networks

Howcroft, Barry
International Journal of Bank Marketing , Volume 9 (4): 7 – Apr 1, 1991
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References (3)

Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0265-2323
DOI
10.1108/02652329110145199
Publisher site
See Article on Publisher Site

Abstract

London Clearing Banks LCBs are currently endeavouring to improvetheir overall branch delivery system by adopting strategies whichpromote branches as marketing centres. This approach is necessarybecause of the substantial inherent disadvantages associated with thebranch network. Branches are expensive and as distribution channels theyare less than efficient. This inefficiency stems from the fact thatcustomers need to be induced into them and also becausebranches are relatively inflexible and difficult to adapt to changingmarket conditions. As a consequence the strategies are identified anddiscussed, which are currently being implemented by banks in anendeavour simultaneously to improve both customer satisfaction and theefficiency of branch networks by making them more responsive to theneeds of the market.

Journal

International Journal of Bank Marketing – Emerald Publishing

Published: Apr 1, 1991

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