Student Accounts — A Profitable Segment?

Abstract

Discusses the increasing school‐leaving population and the number of school children entering full‐time further education, and the proportion of school‐leavers in full‐time further education remaining constant and around 21/22 percent. Proposes that UK clearing banks should be targeting these young people to open accounts with their grant cheques, therefore perhaps persuading them to say with the banks after graduation. States that specialist student advisers, or officers, may be seen as key personnel by helping banks to establish and maintain a ‘feel good’ image with students, showing that banks understand the relevant needs of young people, and providing a good service to them. Concludes that it is not surprising that banks are, in general, turning attention more to school leavers, and in particular to those reaching early employment.

Citation

Lewis, B.R. (1982), "Student Accounts — A Profitable Segment?", European Journal of Marketing, Vol. 16 No. 3, pp. 63-72. https://doi.org/10.1108/EUM0000000004839