Some major segmentation issues in retail banking are examined. It is found that primary institutions are associated with frequency of visits and that it is usually a low involvement decision oriented towards convenience. It is also shown that financial services consumption is a product driven decision‐making process, further suggesting that more emphasis be put on product and multi‐institution usage research.
Laroche, M. and Taylor, T. (1988), "An Empirical Study of Major Segmentation Issues in Retail Banking", International Journal of Bank Marketing, Vol. 6 No. 1, pp. 31-48. https://doi.org/10.1108/eb010824Download as .RIS
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