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The Importance of Image as a Competitive Strategy: An Exploratory Study in Commercial Banks

International Journal of Bank Marketing

ISSN: 0265-2323

Article publication date: 1 April 1991

Abstract

Owing to increased competition resulting from a decade of deregulation of the financial services industry, banks find themselves faced with the task of differentiating their product as a method for attracting new customers. The importance of bank image is examined as a competitive strategy for increasing customer traffic flow. A survey of 60 business undergraduates and 46 MBA students measured attitudes relating to bank size, atmosphere, innovativeness, and attributes relating to good service. Some significant differences in response by certain demographic characteristics were also measured. Implications of the findings and suggestions for further research are provided.

Keywords

Citation

Leonard, M. and Spencer, A. (1991), "The Importance of Image as a Competitive Strategy: An Exploratory Study in Commercial Banks", International Journal of Bank Marketing, Vol. 9 No. 4, pp. 25-29. https://doi.org/10.1108/02652329110001062

Publisher

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MCB UP Ltd

Copyright © 1991, MCB UP Limited