To read this content please select one of the options below:

The institutional stature of the retail bank: the neglected asset?

Andy Lowe (Lecturer, Department of Marketing, University of Strathclyde, Glasgow, Scotland, UK)
Jari Kuusisto (Researcher, Kingston University Business School, Kingston Hill, Surrey, UK )

International Journal of Bank Marketing

ISSN: 0265-2323

Article publication date: 1 July 1999

1516

Abstract

As structural changes, new market entrants, new technologies and increasing customer demands gather momentum, retail banks are under pressure to reduce their cost structures so that they can remain competitive. The banks are in danger of over reacting to these new pressures by neglecting the strategic value of their own institutional stature. Even though there is growing evidence that retail customers are not very happy with the services that banks deliver, customers still trust their banks as a safe and secure place to keep their money. They do so because of the bank’s institutional stature rather than their sophistication in customer service. The implications of this paper for both academics and practitioners are that many banks may be overlooking the importance of institutional stature as an important service differentiator and industry entry barrier.

Keywords

Citation

Lowe, A. and Kuusisto, J. (1999), "The institutional stature of the retail bank: the neglected asset?", International Journal of Bank Marketing, Vol. 17 No. 4, pp. 171-182. https://doi.org/10.1108/02652329910278860

Publisher

:

MCB UP Ltd

Copyright © 1999, MCB UP Limited

Related articles