International Journal of Bank Marketing: Volume 14 Issue 3

Benefit segmentation by factor analysis: an improved method of targeting customers for financial services

Raj Singh Minhas, Everett M. Jacobs

Banks and building societies typically focus on geographic, demographic, socio‐economic, and psychological characteristics to segment the market for financial services, although…

Bank‐corporate client “partnership” relationship: benefits and life cycle

Mosad Zineldin

Describes the concept of the bank‐corporate “partnership” relationship, the benefits of this relationship for the bank and the firm, and the life cycle of the relationship. Shows…

Customer defection: a study of the student market in Ireland

Mark Colgate, Kate Stewart, Ray Kinsella

Relationship marketing stresses that relationships, and not just transactions, should be the focus of marketing strategy. Part of the rationale for this lies in retention…

Conjoint‐based preferential segmentation in the design of a new financial service

José Tomás Gómez Arias

Presents a conjoint‐based method of preferential segmentation. It outperforms other techniques in that it provides a higher level of intra‐group homogeneity as far as the most…