Question

Topic: Student Questions

Positioning Strategies Of Banks-customeracquisitio

Posted by Anonymous on 4/27/2008 at 11:59 AM ET 250 Points
My research area is Positioning Strategies of Banks and thier impact on Customer acqusition and retention. I would like to know what statistical tools(quantative and qualitative) are available to go in for analysis of the impact of Postioning strategy on customers in institutions like Bank where the transaction is based on fiduciary relationship. What can the various dimensions from which this problem can be looked in from.

Thank You
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RESPONSES

  • Posted on 4/27/2008 at 3:22 PM Accepted
    We recently finished a positining strategy project for a credit union using my consumer behavior students.

    We did a qualitative study matched to their geography and came up with their target customer of a young married couple with 2 kids ages 9-13. They developed a debit card strategy for depositing a certain amount of money into the childs debit card account for lunches, allowance etc.

    We watched customers in the branches and matched information with the demographics of their fast growing young city.

    The positioning was created to traget these young parents. "We grow with you, as your family grows, trust us for your family's needs.
    Good luck,

    Keanon
  • Posted on 5/2/2008 at 9:54 AM Author
    Thank you Mr.Keanon for posting your response. The strategy adopted by you was an observational one, wherein the customers were being observed and then thier behaviour mathced with the demographics of the city. In my study the parameters for study include bankikng services and their perception by customers, for which i would like to know what kind of tools are available for the bahavioural aspects and also measuring the service quality offered by the banks.

    I am delighted to receive your response and would like to study your report if it is feasible for you to forward to my email:01.nazia@gmail.com.

    Thank you
    Nazia
  • Posted on 5/2/2008 at 10:03 AM Accepted
    Hi Nazia,
    I would like to end you the report but I cannot for privacy purposes.

    Thanks,

    Keanon
  • Posted on 5/2/2008 at 11:34 AM Author
    Thank you Prof. Keanon

    I understand that on account of rpivacy concerns the full report cannot be sent, but if it is feasible can you let me know the major findings of the study. If so, you can forward me the details on my email:01.nazia@gmail.com

    Regards
    Nazia
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