Benefits Segmentation for the National Girobank

Abstract

Since convenience is one of the most crucial items in the decision to choose a particular bank, the smallest market share by the British National Girobank (BNG) seems something of an anomaly. A questionnaire survey administered by students using a quota sample showed that general awareness of Girobank is high but detailed awareness of services offered is much lower. Clearly the current promotional strategy used is not effective. Many people would like to see a bank manager provided by BNG but this is unlikely to be introduced. More customers may be gained through the “Link” autoteller. The BNG is seen as a credible financial institution. The results show that two previous criteria, location and personal recommendation, are at variance with recent surveys.

Citation

Mathews, B.P. and Watt, A.W. (1986), "Benefits Segmentation for the National Girobank", International Journal of Bank Marketing, Vol. 4 No. 4, pp. 39-51. https://doi.org/10.1108/eb010789