Author:
McDougall Gordon H.G.,Levesqu Terrence J.
Abstract
Effective segmentation is a challenge for financial service managers.
Investigates the use of service quality, convenience, and
competitiveness as a basis for benefit segmentation. Identifies two
segments, a performance driven segment that in the retail bank sector is
primarily interested in having the bank “get it right the first
time” and a convenience driven segment that wants location. An important
benefit for both segments was competitive rates. Results indicate that
the segments differ with respect to evaluation of their main financial
institution and satisfaction levels.
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