Pricing in Retail Banking

Abstract

As the retail banking market becomes more price competitive in terms of the products and services offered and as the introduction of new technologically based products breaks down the traditional homogeneity of bank products, so banks must necessarily move towards a position where they either adopt largely explicit and rational pricing policies, or alternatively introduce policies that both reinforce customer loyalty and obtain a substantial long‐term return from the totality of the relationship with the customer. In recognising and analysing this problem, the major implications for banks′ cost structures, and the way in which they price their products and organise their business activities are assessed.

Citation

Barry Howcroft, J. and Lavis, J.C. (1989), "Pricing in Retail Banking", International Journal of Bank Marketing, Vol. 7 No. 1, pp. 3-7. https://doi.org/10.1108/EUM0000000001450