Bank Marketing Management by Arthur Meidan (auth.)

By Arthur Meidan (auth.)

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Internal factors arise from internal attributes of an individual. These have been identified as motives, attitudes, learned behaviour and perception. They differ from individual to individual owing to a person's cultural background, upbringing, education, location, etc. 3. The consumer process. This is aseries of stages through which a customer goes when contemplating the purchase of a bank's service. When a customer is satisfied with his present situation he is said to be in a cognitive balance or homeostatic position.

There are a number of external factors. These can be divided into (i) cultural, and (ü) sodal factors. The major cultural factors are the sodal dass and the influence of culture, as elaborated below. (1) Culture. There are a number of examples of national banks based on culturallines. Treating bank services as a homogeneous product for External factars (a) Cultural - (i) (ii) (b) Social (i) (ii) (iii) Internal factars Culture Social class Reference groups Family Roles and status (c) Psychological - (j) Motivation and perception (ii) Attitudes and beliefs.

The upper-Ievel white-collar residents look for quality and personal service and as such integrity and egoenhancement factors are important to them. In order to satisfy customers' ,ego-enhancement', banks should show more interest and respect to their customers and attempt to become more personal and friendly. 'Pricing' means mainly 'good' loan rates, low service charges and liberal loan policies. Integrity stands for safe, reliable, honest and trustworthy bank services. Bank expertise means the level of banks' management capability and knowledge.

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