Organizational positioning in retail financial services

The establishment of an effective competitive position is a key stage in any marketing strategy. Typically, positioning is examined in relation to products and their features, but, in financial services, the nature of the products are such that organizational positioning is of much greater importance than product positioning. Current positioning strategies in the retailing of financial services are examined from the customer perspective and the results suggest that despite the disappearance of the traditional distinctions between banks and building societies, consumers still tend to see the two institutional types as occupying distinct competitive positions.

[1]  A. Meidan,et al.  Marketing of financial services , 1996 .

[2]  J. Saunders,et al.  Branding Financial Services , 1993 .

[3]  M. Wright,et al.  Strategic Marketing in Financial Services: Retrospect and Prospect , 1993 .

[4]  P. McGoldrick,et al.  Competition Between Banks and Building Societies in the Retailing of Financial Services , 1992 .

[5]  Sally Mckechnie Consumer Buying Behaviour in Financial Services: An Overview , 1992 .

[6]  G. Hodgkinson,et al.  Mapping Consumers′ Cognitive Structures: A Comparison of Similarity Trees with Multidimensional Scaling and Cluster Analysis , 1991 .

[7]  V. Mahajan,et al.  Positioning of Financial Services for Competitive Advantage , 1989 .

[8]  B. Lewis,et al.  Quality in the Service Sector: A Review , 1989 .

[9]  B. Lewis,et al.  Customer Care in Financial Service Organisations , 1989 .

[10]  R. Teas,et al.  The Competitive Marketing Profiles of Banks, Savings and Loans, and Credit Unions , 1988 .

[11]  E. Panitz Distributor image and marketing strategy , 1988 .

[12]  G. Holy,et al.  The Adoption of Marketing by Financial Institutions in the UK , 1988 .

[13]  P. Molyneux,et al.  The Genesis of Strategic Marketing Control in British Retail Banking , 1988 .

[14]  G. Morello The image of Dutch banks , 1988 .

[15]  G. L. Shostack,et al.  Service Positioning through Structural Change , 1987 .

[16]  J. Lavis,et al.  Image in Retail Banking , 1986 .

[17]  A. Parasuraman,et al.  A Conceptual Model of Service Quality and Its Implications for Future Research , 1985 .

[18]  A. Parasuraman,et al.  Problems and Strategies in Services Marketing , 1985 .

[19]  C. Grönroos A Service Quality Model and its Marketing Implications , 1984 .

[20]  John R. Hauser,et al.  Alternative Perceptual Mapping Techniques: Relative Accuracy and Usefulness , 1979 .

[21]  J. Gower,et al.  Multivariate data analysis , 1972 .

[22]  P. Gibbs Customer Care and Service: A Case for Business Ethics , 1993 .

[23]  A. Parasuraman,et al.  Refinement and reassessment of the SERVQUAL scale. , 1991 .

[24]  Steven A. Sinclair,et al.  Perceptual Mapping: a Tool for Industrial Marketing: a Case study , 1990 .

[25]  Trevor Watkins,et al.  Developing New Personal Financial Products – Some Evidence of the Role of Market Research , 1989 .

[26]  David Smith,et al.  Building Societies as Retail Banks: The Importance of Customer Service and Corporate Image , 1989 .

[27]  A. Parasuraman,et al.  SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. , 1988 .

[28]  G. L. Shostack,et al.  How to Design a Service , 1982 .

[29]  V. Zeithaml How Consumer Evaluation Processes Differ between Goods and Services , 1981 .

[30]  Jack Trout,et al.  Positioning: The Battle for Your Mind , 1981 .

[31]  John R. Hauser,et al.  Design and marketing of new products , 1980 .