Retail bank marketing in Western Australia

Erdener Kaynak, Alma Whiteley

Research output: Contribution to journalArticle

27 Scopus citations

Abstract

Reports the findings and implications of a retail bank marketing study which was conducted in the City of Perth in Western Australia in 1995. More specifically, the study was designed to determine and evaluate the importance of selected patronage motives used by Australian retail bank customers in choosing commercial banks. Also it sets out to determine the perceived usefulness of the variety of services offered by commercial banks to their customers and what these banks can do in order to improve their services to their clients to remain competitive. Using the case of one of the commercial banks cited in the study, a set of core activities (front stage as well as back stage) for banking staff are described and evaluated. Discusses the need for commercial banks to consider more and different marketing strategies, one of which would be internal marketing in addition to consumeroriented external marketing activities.

Original languageEnglish (US)
Pages (from-to)221-233
Number of pages13
JournalInternational Journal of Bank Marketing
Volume17
Issue number5
DOIs
StatePublished - Sep 1 1999

All Science Journal Classification (ASJC) codes

  • Marketing

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