Bank managers’ direct marketing dilemmas – customers’ attitudes and purchase intention

Abstract

Investigates customer attitudes towards the direct marketing strategies employed by banks in relation to how attitudes toward the marketing media used and response channels influence the customer’s intention to purchase. Marketing media include mail promotion, telephone, and e‐mail promotions. Response channels include mail order, telephone and e‐mail orders. A total of 153 customers of bank services and products completed a survey questionnaire on their attitudes. Research indicates that customers generally evince a negative attitude toward banks using direct marketing strategies. They have mixed feelings about response channels, and low intention to purchase as an outcome of direct marketing. Purchase intention is significantly influenced by attitudes toward direct marketing media rather than response channels. Attaching promotions to communications a customer is expecting to receive can strengthen purchase intention. No demographic differences indicate that attitudes may have a stronger association with purchase intention. Revealed dilemmas faced by bank managers, marketers and researchers.