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Re-designing bank service systems for effective marketing |
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| Authors: | Yash P. Gupta |
| Affiliation: | Dr Yash Gupta is a Frazier Family Professor in the School of Business at the University of Louisville, Kentucky, USA Dr Gholamrexa Torkzadeh is a lecturer at the College of Business Administration, University of Toledo, Ohio, USA |
| Abstract: | Financial institutions are undergoing fundamental changes due to increased competitiveness and greater consumer awareness. These changes call for a re-examination of their design strategies. This article discusses three strategies— namely, marketing, operations and organizational design. The discussion is based on empirical data collected by means of a survey of bank consumers. |
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