McDougall, Gordon H.G.; Levesqu, Terrence J. - In: International Journal of Bank Marketing 12 (1994) 2, pp. 15-23
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...