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An Empirical Study of Major Segmentation Issues in Retail Banking

Michel Laroche (Concordia University, Montreal Trust, Montreal)
Thomas Taylor (Concordia University, Montreal Trust, Montreal)

International Journal of Bank Marketing

ISSN: 0265-2323

Article publication date: 1 January 1988

389

Abstract

Some major segmentation issues in retail banking are examined. It is found that primary institutions are associated with frequency of visits and that it is usually a low involvement decision oriented towards convenience. It is also shown that financial services consumption is a product driven decision‐making process, further suggesting that more emphasis be put on product and multi‐institution usage research.

Keywords

Citation

Laroche, M. and Taylor, T. (1988), "An Empirical Study of Major Segmentation Issues in Retail Banking", International Journal of Bank Marketing, Vol. 6 No. 1, pp. 31-48. https://doi.org/10.1108/eb010824

Publisher

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MCB UP Ltd

Copyright © 1988, MCB UP Limited

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