The Image of Dutch Banks

Abstract

The results are presented from research carried out among a group of economics students at a Dutch university concerning their attitudes towards banks in general, and the main local financial institutions in particular. The technique used was the Semantic Differential, based on pan‐cultural as well as bank‐specific scales. The results show that banks in general are viewed as positive, powerful and dependable institutions, but not very consumer oriented and even less active and dynamic. The data concerning the individual companies provide a basis for differentiated product positioning and communication strategies.