Increased Marketing Orientation: UK Bank Branch Networks

Abstract

London Clearing Banks (LCBs) are currently endeavouring to improve their overall branch delivery system by adopting strategies which promote branches as marketing centres. This approach is necessary because of the substantial inherent disadvantages associated with the branch network. Branches are expensive and as distribution channels they are less than efficient. This inefficiency stems from the fact that customers need to be “induced” into them and also because branches are relatively inflexible and difficult to adapt to changing market conditions. As a consequence the strategies are identified and discussed, which are currently being implemented by banks in an endeavour simultaneously to improve both customer satisfaction and the efficiency of branch networks by making them more responsive to the needs of the market.

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