A strategic review of operations and marketing functions in retail banks

Abstract

Purpose

Aims to examine the performance affects of strategic integration in retail banking services.

Design/methodology/approach

Using a survey of retail banking executives, it is examined as to how the role of operations and marketing areas can assist retail banks to shape their competitive strategies.

Findings

It is found that proactiveness and competitive strategy substantially affect a retail bank's performance based on the strength of integration of operations and marketing areas.

Research limitations/implications

Research is limited to retail banking services.

Originality/value

The research broadens the scope of the strategic fit concept towards the analysis of performance effects due to functional integration in retail banks.

Citation

Rhee, M. and Mehra, S. (2006), "A strategic review of operations and marketing functions in retail banks", International Journal of Service Industry Management, Vol. 17 No. 4, pp. 364-379. https://doi.org/10.1108/09564230610680668