The adoption of a retail-oriented marketing mix for bank branch operations

Article Abstract:

The big retail banks in the UK are adopting a retail-oriented marketing strategy in their branch operations. The emphasis on the importance of branch networks come in the face of increased competition from building societies. However, a retail-oriented strategy can only increased a bank's competitive advantage vis-a-vis other banks if the marketing mix is arranged in such a way that it agrees with the bank's marketing statement. Unfortunately, the successful coordination of the marketing mix in the banking industry has not yet been achieved.

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Large banksE efficiency in the Single European market

Article Abstract:

The period immediately after the completion of the Single Market Programme in 1992 is examined by defining a common European frontier and testing the cost and profit efficiency of large banking firms. Country- specific characteristics continue to play significantly important roles in the presence of a slight increase in cost efficiency and varying competitive conditions across the European banking markets, as the increasing efficiency gap among the countries reduced substantially.

Europe, Marketing procedures, Analysis, Company marketing practices

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The use of mystery shopping in the measurement of service delivery

Article Abstract:

An evaluation of mystery shopping use in evaluating service delivery performance in the UK shows that there are mechanisms to enhance the reliability of techniques but firms rarely integrate results with other measures. The purposes of mystery shopping include diagnostics to identify service delivery weaknesses, to motivate service personnel and to assess overall business competitiveness.

Market Research Techniques NEC, Management, Evaluation, Market research, Customer service, Services industry, Service industries, Customer satisfaction

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