Banks in the UK are facing increased competition. As a consequence there is much more emphasis on realising the potential of their extensive branch networks and large numbers of branch staff. One of the effects of these changes is that bank personnel are being placed in proactive marketing roles with the responsibility of cross‐selling a variety of financial services to clients. It is not, however, clear to what extent and how successfully employees are adapting to this new role. Assessment is sought regarding to what extent clerical employees in a UK clearing bank have taken on board this new marketing focus.
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