Originally published as the International Journal of Bank Marketing Volume 23 Number 1, 2005
ISBN: 1 84544 086 2
Guest edited by: Spiros Gounaris, Athens University of Economics & Business.
The objectives of this Special Issue were twofold. The first, was to offer a compilation of contemporary scholarly work around product-portfolio related issues in the financial services sectors. The second objective was to provide a stimulus for researchers in the field.
There is still much to be learned about how product lines developed by banks and other financial institutions can simultaneously serve both the customers’ and the bank’s needs in an efficient manner. As new channels develop and customers’ behaviour changes, it would be to the benefit of both academics and practitioners to understand what are, if any, the limitations in adopting modern marketing management techniques and systems that marketers of tangible goods have long now established.
Contents:
Customer perspectives on the role and importance of branding in Irish retail financial services
This paper explores the role of financial services brand values and compares the importance of process and outcome factors in terms of their impact on customer perceptions, behaviour and experience.
Re-engineering service quality process mapping: e-banking process
This article examines a financial service innovation process, which is referred to as financial product innovation: improvements to existing services. This study conducts a critical analysis of the operational process of opening a Lloyds TSB Student Account at a local branch.
Learning during developing and implementing new bank offerings
The aims of this paper are to provide a detailed description of the development process of a new financial product and to identify learning actions that may contribute to its effectiveness.
American consumers' attitudes towards commercial banks: A comparison of local and national bank customers by use of geodemographic segmentation
This article demonstrates the application of geodemographic segmentation to the service industry by using commercial banking as a case example. Data were collected through self-administered questionnaires. Two sets of variables were used to profile market segments.
Product development in UK retail banking: Developing a market-oriented approach in a rapidly changing regulatory environment
This paper examines how product innovation in the UK banking industry has been affected and is likely to be affected by changes in regulation and in government policy. It considers the issues faced by banks in pursuing a market-oriented approach in this environment.
Enhancing microfinance outreach through market-oriented new service development in Indian regional rural banks
Following an extensive review of the literature on the Indian microfinance sector, market orientation and new service development, a model framework for understanding the relationships between the factors affecting outreach performance in Indian RRBs is developed. Research propositions for further evidence-based investigation are posited.
About the International Journal of Bank Marketing
The International Journal of Bank Marketing for the financial services sector, aims to present the latest thinking, practice and research findings on issues of current and future concern for financial services marketers worldwide. Each paper submitted to IJBM is subject to a double-blind review process.
Financial institutions sell essential products and services in a fiercely competitive arena, governed by strict codes of practice. Intense market pressures mean they have developed some of the most sophisticated and ingenious marketing strategies ever seen. This journal brings together the experiences of marketers in the field, providing valuable insights into the problem-solving initiatives employed by financial institutions all over the world to win customers-and keep them.
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