Reports the findings and implications of a retail bank marketing study which was conducted in the City of Perth in Western Australia in 1995. More specifically, the study was designed to determine and evaluate the importance of selected patronage motives used by Australian retail bank customers in choosing commercial banks. Also it sets out to determine the perceived usefulness of the variety of services offered by commercial banks to their customers and what these banks can do in order to improve their services to their clients to remain competitive. Using the case of one of the commercial banks cited in the study, a set of core activities (front stage as well as back stage) for banking staff are described and evaluated. Discusses the need for commercial banks to consider more and different marketing strategies, one of which would be internal marketing in addition to consumeroriented external marketing activities.
All Science Journal Classification (ASJC) codes