Purpose – This article demonstrates the application of geodemographic segmentation to the service industry by using commercial banking as a case example. Design/methodology/approach – Data were collected through self‐administered questionnaires. Two sets of variables were used to profile...

Examines an empirical study by questionnaire survey to determine the importance of selected patronage factors used by 106 Hong Kong consumers in choosing domestic and foreign banks. Although Hong Kong consumers use domestic banks more, they perceive the usefulness of a select number of services...

In the light of increased competition and introduction of advanced technologies into financial service sectors, financial institutions felt the need to apply marketing concepts and techniques. In particular, assessment and understanding of credit card customers′ needs and wants have become...

If meaningful market plans are to be made and strategies developed to implement them, international banks mut have a comprehensive knowledge of customers' attitudes, perceptions of the various services they offer, and the image which customers have of them. Following preliminary data gathering,...