Is Workplace Banking Feasible?

Abstract

One non‐traditional area of banking is workplace banking – the provision of banking services to company employees at their place of work. Describes a part of the research work carried out by a Canadian trust company, Montreal Trust, to assess the feasibility of offering such a service to a major corporation, Bell Canada. Reports the results of a series of focus group interviews among employees and members of the Bell Canada management team. The research sought to ascertain whether workplace banking would be attractive to employers and employees, what features of the service would be most attractive to them, and to what extent employees would be likely to utilize the service. The results were in general positive. Outlines a preliminary marketing strategy developed to address factors based on key success factors suggested by the service.

Citation

Laursen, R. and McTavish, R. (1994), "Is Workplace Banking Feasible?", International Journal of Bank Marketing, Vol. 12 No. 2, pp. 3-14. https://doi.org/10.1108/02652329410052928