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Nguyen, D. T., Luu, T. T. D., & Nguyen, H. T. (2022). Investigating determinants of competitiveness of the retail banking service in Vietnam: a customer approach. Journal of International Economics and Management, 20(1), 80-100. https://doi.org/10.38203/jiem.020.1.0006
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Investigating determinants of competitiveness of the retail banking service in Vietnam: a customer approach
Main Article Content
Abstract
This study is conducted to clarify the impact of the factors on the competitiveness of retail banking services inVietnam’s commercial banks from the customer’s approach. The hypothesis in this paper is proposed that the competitiveness of retail banking services is related to the following factors: service quality, fees, distribution channels, promotion activities, and brand. The data is used from the survey conducted by 438 individual customers who have been using retail banking services in Vietnam’s big cities. This paper shows that the specific factors which are positively impact the competitiveness of retail banking services in Vietnam can be seen as prices (service fees), promotion activities, brand and distribution channels and service quality. The findings in this research could be an academic basis towards the improvement of the policies for retail banking services in Vietnam.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
Keywords
Competitiveness, Commercial bank, Customer approach, Retail banking service, Vietnam
References
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Berry, L.L. (2000), “Cultivating service brand equity”, Academy of Marketing Science. Journal, Vol. 28 No. 1, pp. 128 - 137.
Boyd, W., Leonard, M. and White, C. (1994), “Customer preferences for financial services: an analysis”, International Journal of Bank Marketing, Vol. 12 No. 1, pp. 9-15.
Brislin, R.W. (1970 ), “Back-translation for cross-cultural research”, Journal of Cross-Cultural Psychology, Vol. 1 No. 3, pp. 185 - 216.
Bui, X.P. (2005), “Constituent factors of competitiveness - an important basis for formulating criteria for evaluating competitiveness of enterprise”, Journal of Postal Information Science Technology and Economics, No. 3, pp. 12 - 17.
Campbell, M.C. (1999), “Perceptions of price unfairness: antecedents and consequences”, Journal of Marketing Research, Vol. 36 No. 2, pp. 187-99.
Caruana, A. (2002), “Service loyalty: the effects of service quality and the mediating role of customer satisfaction”, European Journal of Marketing, Vol. 36, pp. 811 - 828.
Channon, D.F. (1985), Bank strategic management and marketing, Biddles Ltd, Guildford and King’s Lynn.
Chursin, A. and Makarow, Y. (2015), Management of competiveness: theory and practice, Springer, edition 378 pages.
Cronbach, L. (1951), “Coefficient alpha and the internal structure of tests”, Psychometrika, SpringerVerlag, Vol. 16 No. 3, pp. 297 - 334.
Czinkota, M.R., Ronkainen, I.A., Buonafina, O. (2004), Export marketing imperative, SouthWestern Educational Pub.
Das, G., Kumar, R.V. (2009), “Impact of sales promotion on buyers behaviour: an empirical study of Indian retail customers”, Global Marketing Journal, Vol. 3 No. 1, pp. 11 - 24.
D’Cruz, J. and Rugman, A. (1992), New concepts for canadian competitiveness, Canada: Kodak.
Denton, L., and Chan, A.K.K. (1991), “Bank selection criteria of multiple bank users in Hong Kong”, International Journal of Bank Marketing, Vol. 9 No. 4, pp. 23-34.
Dick, A.A. (2007), “Market size, service quality, and competition in banking”, Journal of Money, Credit and Banking, Vol. 39, No. 1 , pp. 49-81.
Dinh, V. and Pickler, L. (2012), “Examining service quality and customer satisfaction in the retail banking sector in Vietnam”, Journal of Relationship Marketing, Vol. 11, pp. 199–214.
Doan, T.T.A. (2016), Cac yeu to anh huong den nang luc canh tranh dich vu ngan hang ban le cua cac ngan hang thuong mai tai thanh pho Ha Noi, Luan an Tien si, Dai hoc Kinh te Quoc dan.
Duncan, E. and Elliot, G. (2002). Customer service quality and financial performance among Australian retail financial institutions. Journal of Financial Services Marketing, Vol. 7 No. 1, pp. 25 - 41.
Enaworu, E., Adegboye, F.B. and Wara, H.U. (2018), Competitiveness in banking industry: a study of employee satisfaction, customer satisfaction and productivity in service quality, Springer International Publishing AG, Part of Springer Nature 2018.
Fornell, C. and Larcker, D.F. (1981), “Evaluating structural equation models with unobservable variables and measurement error”, Journal of marketing research, Vol. 18 No. 1, pp. 39 - 50.
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Gremler, D.D., and Brown, S.W. (1996), “Service loyalty: its nature, importance and implications”, Proceedings American Marketing Association, 171 - 180.
Holstius, K. and Kaynak, E. (1995), “Retail banking in Nordic countries: the case of Finland”, International Journal of Bank Marketing, Vol. 13 No. 8, pp. 33 - 49.
Javalgi, R.G., Armaco, R.L. and Hoseini, J.C. (1989), “Using the analyti- cal hierarchy process for bank management: analysis of consumer se- lection decisions”, Journal of Business Research, Vol. 19, pp. 33 - 49.
Kaufman, G.G. (1967), “A survey of business firms and households view of a commercial bank”, Report to the Federal Reserve Bank of Chicago, Appleton, University of Wisconsin, Madision, WI.
Kayanak, E. and Kucukemiroglu, O. (1992), “Bank and product selec- tion: Hong Kong”, International Journal of Bank Marketing, Vol. 10 No. 1, pp. 3 - 16.
Kazeh, K. and Decker, W. (1993), “How customers choose banks’”, Journal of Retail Banking, Vol. 14 No. 4, pp. 92 - 93.
Keller, K.L. (1993), “Conceptualizing, measuring, and managing customer-based brand equity”, Journal of Marketing, Vol. 57, pp. 1 – 22.
Kim, C., Mauborgne, R. (2004), Blue ocean strategy: how to create uncontested market space and make the competition irrelevant, Harvard Business School Press.
Kiselakova, D. and Kiselak, A. (2013), “Analysis of banking business and its impact on financial stability of economies in Euro Area”, Polish Journal of Management Studies, Vol. 8 , pp. 121 - 131.
Kotler, P. and Keller, K. (2006), Marketing management, 12th Edition, Prentice Hall, Upper Saddle River.
Laroche, M., Bergeron, J., and Goutaland, C. (2003), “How intangibility affects perceived risk: the moderating role of knowledge and involvement”, Journal of Services Marketing, Vol 17, No. 2, pp. 122 - 140.
Laroche, M., Ueltschy, L.C., Abe, S. (2004), “Service quality perceptions and customer satisfaction: evaluating the role of culture”, Journal of International Marketing, Vol. 12 No. 3, pp. 58 - 85.
Le, T.H. (2012), Nang cao nang luc canh tranh trong cung ung dich vu thong tin di dong tai cac doanh nghiep vien thong Viet Nam, Luan an tien si, Dai hoc Kinh te quoc dan.
Lelissa, M.B., Lelissa, T.B. (2017), “Determinants of Bank Selection Choices and Customer Loyalty the Case of Ethiopian Banking Sector”, European Journal of Business and Management, Vol. 9 No.13, pp. 9-24.
Levesque, T.J. and McDougall, G.H.G. (1996), “Managing customer satisfaction: the nature of service problems and customer exit, voice and loyalty”, Asia Pacific Journal of Quality Management, Vol. 2 No. 2, pp. 40 - 58.
Lo, L.K., Mohamad, O., Ramayah, T. and Mosahab, R. (2010), “The impact of service quality on customer loyalty: a study of banks in Penang, Malaysia”, International Journal of Marketing Studies, Vol. 2 No. 2, pp. 57 - 66.
Matzler, K., Renzl, B. (2006), “Dimensions of price satisfaction: a study in the retail banking industry”, International Journal of Bank Marketing, Vol. 24 No. 4, pp. 216 - 231.
Mbalectures (2010), Key success factors of banking industry, available at http://mba-lectures.com/ management/strategic-management/819/key-success-factors-of-banking-industry.html (accessed February 20, 2019).
Mols, N.P., Bukh, P.N.D. and Nielsen, J.F. (1999), “Distribution channel strategies in Danish retail banking”, International Journal of Retail and Distribution Management, Vol. 27 No. 1, pp. 37 - 47.
Mylonakis, J., Malliaris, P. and Siomkos, G. (1998), Marketing-driven factors influencing savers in the hellenic bank market, Journal of Applied Business Research, Vol. 14 No. 2, pp. 109 - 16.
Nunnally, J. and Bernstein, I. (1994), Psychometric theory, 3rd edition, MacGraw-Hill, New York.
Othman, A. and Owen, L. (2001), “The multi dimensionality of carter model to measure customer
service quality in islamic banking industry: a study in kuwait finance house”, International Journal of Islamic Financial Services, Vol. 3 No. 4, available at http://www.iaif.ir/images/ khareji/articles/bank/4.pdf (accessed February 20, 2019).
Panda, T.K. (2003), “Creating customer lifetime value through effective CRM in financial services industry”, Journal of Services Research, Vol. 2 No. 2, pp. 157 - 171.
Phung, T.T. (2012), Giai phap nang cao nang luc canh tranh marketing cua cac ngan hang thuong mai co phan Viet Nam trong giai doan hien nay, Luan an tien si, Truong Dai hoc Thuong mai.
Parasuarama, A., Zeithaml, V.A., Berry, L.L. (1988), “SERVQUAL: a multiple- item scale for measuring consumer perceptions of service quality”, Journal of Retailing, Vol. 64 No. 1, pp. 12- 40.
Parasuaraman, A., Berry, L.L., Zeithaml, V.A. (1991), “Refinement and reassessment of the SERVQUAL instrument”, Journal of Retailing, Vol. 67 No. 4, pp. 420 - 450.
Porter, M.E. (1998), Competitive advantge: creating and sustaining superior performance, Free Press.
Porter, M.E. (2008), “The five competitive forces that shape strategy”, Harvard Business Review, Vol. 86 No. 1, pp. 79 - 93.
Rehman, H.U., Ahmed, S. (2008), “An empirical analysis of the determinants of bank selection in Pakistan: A Customer Review”, Pakistan Economic and Social Review, Vol.46, No. 2, pp.147- 160.
Sarin, A. (2007), “Contemporary issues in services marketing”, Indian Journal of Marketing, Vol 37, pp. 40 - 44.
Sanchez, R. and Heene, A. (2004). The new strategic management: organization, Competition, and Competence, New York: John Wiley and Sons.
Siddique, Md. Nur-E-Alam (2012), “Bank selection influencing factors: a study on customer preferences with reference to rajshahi city”, Asian Business Review, Vol 1 No. 1, available at https://ssrn.com/abstract=2567721 (accessed February 20, 2019).
Ton, T.N.T. (2004), Thi truong chien luoc, co cau, Nha xuat ban Tre.
Uddin, S.M.S., Suzuki, Y. (2014), “The impact of competition on bank performance in Bangladesh: an empirical study”, International Journal of Financial Services, Vol. 7 No. 1, pp. 73-94.
Varki, S. and Colgate, M. (2001), “The role of price perceptions in an integrated model of behavioral intentions”, Journal of Service Research, Vol. 3 No. 2, pp. 232 - 40.
Wan, W.W.N., Chung, L.L. (2005), “Customers’ adoption of banking channels in Hong Kong”, International Journal of Banking Marketing, Vol . 23 No. 3, pp. 255 – 272.
World bank (2019), World bank in Vietnam: Over view, available at https://www.worldbank.org/en/ country/vietnam/overview, last updated: Oct 18, 2019 (accessed April 18, 2020).
Xia, L., Monroe, K.B. and Cox, J.L. (2004), “The price is unfair! A conceptual framework of price fairness perceptions”, Journal of Marketing, Vol. 68 No. 4, pp. 1-15.
Yasin, N.M., Aziz, N.A. (2010), “Determinants of brand equity of servieces: a verification approach in the banking industry in Malaysia”, Asean Marketing Journal, Vol. 2 No. 2, pp. 27 – 34.
Yoo, B., Donthu, N. and Lee, S. (2000), “An examination of selected marketing mix elements and brand equity”, Journal of the Academy of Marketing Science, Vol. 28 No. 2, pp. 195 - 211.
Msangi, Z. (2015), The factors influencing customers choice of banking services in Tanzania: case of Tanga city, MBA Thesis, Mzumbe University.
Zeithaml, V.A., Berry, L.L. and Parasuraman, A. (1993), “The nature and determinants of customer expectations of service”, Journal of the Academy of Marketing Science, Vol. 21. No. 1, pp. 1-12.
Zineldin, M. (1996), “Bank strategic positioning and some determinants of bank selection”, International Journal of Bank Marketing, Vol. 14 No. 6, pp. 12 - 22.
Aliata, L.V., Odondo, J.A., Alila, O.F., Ojera, B.P., Abong’o, E.B., Odera, O. (2012), “Influence of promotional strategies on banks performance”, International Journal of Business, Humanities and Technology, Vol. 2 No. 5, pp. 169 - 178.
Almossawi, M. (2001), “Bank selection criteria employed by college students in Bahrain: an empirical analysis”, International Journal of Bank Marketing, Vol. 19 No. 3, pp. 115 - 125.
Ananda, S., Murugaiah, V. (2003), “New marketing dimension for financial services”, Industries Marketing, Vol.35, pp.34-38.
Berry, L.L. (2000), “Cultivating service brand equity”, Academy of Marketing Science. Journal, Vol. 28 No. 1, pp. 128 - 137.
Boyd, W., Leonard, M. and White, C. (1994), “Customer preferences for financial services: an analysis”, International Journal of Bank Marketing, Vol. 12 No. 1, pp. 9-15.
Brislin, R.W. (1970 ), “Back-translation for cross-cultural research”, Journal of Cross-Cultural Psychology, Vol. 1 No. 3, pp. 185 - 216.
Bui, X.P. (2005), “Constituent factors of competitiveness - an important basis for formulating criteria for evaluating competitiveness of enterprise”, Journal of Postal Information Science Technology and Economics, No. 3, pp. 12 - 17.
Campbell, M.C. (1999), “Perceptions of price unfairness: antecedents and consequences”, Journal of Marketing Research, Vol. 36 No. 2, pp. 187-99.
Caruana, A. (2002), “Service loyalty: the effects of service quality and the mediating role of customer satisfaction”, European Journal of Marketing, Vol. 36, pp. 811 - 828.
Channon, D.F. (1985), Bank strategic management and marketing, Biddles Ltd, Guildford and King’s Lynn.
Chursin, A. and Makarow, Y. (2015), Management of competiveness: theory and practice, Springer, edition 378 pages.
Cronbach, L. (1951), “Coefficient alpha and the internal structure of tests”, Psychometrika, SpringerVerlag, Vol. 16 No. 3, pp. 297 - 334.
Czinkota, M.R., Ronkainen, I.A., Buonafina, O. (2004), Export marketing imperative, SouthWestern Educational Pub.
Das, G., Kumar, R.V. (2009), “Impact of sales promotion on buyers behaviour: an empirical study of Indian retail customers”, Global Marketing Journal, Vol. 3 No. 1, pp. 11 - 24.
D’Cruz, J. and Rugman, A. (1992), New concepts for canadian competitiveness, Canada: Kodak.
Denton, L., and Chan, A.K.K. (1991), “Bank selection criteria of multiple bank users in Hong Kong”, International Journal of Bank Marketing, Vol. 9 No. 4, pp. 23-34.
Dick, A.A. (2007), “Market size, service quality, and competition in banking”, Journal of Money, Credit and Banking, Vol. 39, No. 1 , pp. 49-81.
Dinh, V. and Pickler, L. (2012), “Examining service quality and customer satisfaction in the retail banking sector in Vietnam”, Journal of Relationship Marketing, Vol. 11, pp. 199–214.
Doan, T.T.A. (2016), Cac yeu to anh huong den nang luc canh tranh dich vu ngan hang ban le cua cac ngan hang thuong mai tai thanh pho Ha Noi, Luan an Tien si, Dai hoc Kinh te Quoc dan.
Duncan, E. and Elliot, G. (2002). Customer service quality and financial performance among Australian retail financial institutions. Journal of Financial Services Marketing, Vol. 7 No. 1, pp. 25 - 41.
Enaworu, E., Adegboye, F.B. and Wara, H.U. (2018), Competitiveness in banking industry: a study of employee satisfaction, customer satisfaction and productivity in service quality, Springer International Publishing AG, Part of Springer Nature 2018.
Fornell, C. and Larcker, D.F. (1981), “Evaluating structural equation models with unobservable variables and measurement error”, Journal of marketing research, Vol. 18 No. 1, pp. 39 - 50.
General Statistics Office (2016), Vietnam forecast: population 2014-2049, Nha xuat ban Thong tan, Hanoi
Goldsmith, W. and Clutterbuck, D. (1992), The winning streak: britains top companies reveal their formulas for success, Penguin Business, London.
Gremler, D.D., and Brown, S.W. (1996), “Service loyalty: its nature, importance and implications”, Proceedings American Marketing Association, 171 - 180.
Holstius, K. and Kaynak, E. (1995), “Retail banking in Nordic countries: the case of Finland”, International Journal of Bank Marketing, Vol. 13 No. 8, pp. 33 - 49.
Javalgi, R.G., Armaco, R.L. and Hoseini, J.C. (1989), “Using the analyti- cal hierarchy process for bank management: analysis of consumer se- lection decisions”, Journal of Business Research, Vol. 19, pp. 33 - 49.
Kaufman, G.G. (1967), “A survey of business firms and households view of a commercial bank”, Report to the Federal Reserve Bank of Chicago, Appleton, University of Wisconsin, Madision, WI.
Kayanak, E. and Kucukemiroglu, O. (1992), “Bank and product selec- tion: Hong Kong”, International Journal of Bank Marketing, Vol. 10 No. 1, pp. 3 - 16.
Kazeh, K. and Decker, W. (1993), “How customers choose banks’”, Journal of Retail Banking, Vol. 14 No. 4, pp. 92 - 93.
Keller, K.L. (1993), “Conceptualizing, measuring, and managing customer-based brand equity”, Journal of Marketing, Vol. 57, pp. 1 – 22.
Kim, C., Mauborgne, R. (2004), Blue ocean strategy: how to create uncontested market space and make the competition irrelevant, Harvard Business School Press.
Kiselakova, D. and Kiselak, A. (2013), “Analysis of banking business and its impact on financial stability of economies in Euro Area”, Polish Journal of Management Studies, Vol. 8 , pp. 121 - 131.
Kotler, P. and Keller, K. (2006), Marketing management, 12th Edition, Prentice Hall, Upper Saddle River.
Laroche, M., Bergeron, J., and Goutaland, C. (2003), “How intangibility affects perceived risk: the moderating role of knowledge and involvement”, Journal of Services Marketing, Vol 17, No. 2, pp. 122 - 140.
Laroche, M., Ueltschy, L.C., Abe, S. (2004), “Service quality perceptions and customer satisfaction: evaluating the role of culture”, Journal of International Marketing, Vol. 12 No. 3, pp. 58 - 85.
Le, T.H. (2012), Nang cao nang luc canh tranh trong cung ung dich vu thong tin di dong tai cac doanh nghiep vien thong Viet Nam, Luan an tien si, Dai hoc Kinh te quoc dan.
Lelissa, M.B., Lelissa, T.B. (2017), “Determinants of Bank Selection Choices and Customer Loyalty the Case of Ethiopian Banking Sector”, European Journal of Business and Management, Vol. 9 No.13, pp. 9-24.
Levesque, T.J. and McDougall, G.H.G. (1996), “Managing customer satisfaction: the nature of service problems and customer exit, voice and loyalty”, Asia Pacific Journal of Quality Management, Vol. 2 No. 2, pp. 40 - 58.
Lo, L.K., Mohamad, O., Ramayah, T. and Mosahab, R. (2010), “The impact of service quality on customer loyalty: a study of banks in Penang, Malaysia”, International Journal of Marketing Studies, Vol. 2 No. 2, pp. 57 - 66.
Matzler, K., Renzl, B. (2006), “Dimensions of price satisfaction: a study in the retail banking industry”, International Journal of Bank Marketing, Vol. 24 No. 4, pp. 216 - 231.
Mbalectures (2010), Key success factors of banking industry, available at http://mba-lectures.com/ management/strategic-management/819/key-success-factors-of-banking-industry.html (accessed February 20, 2019).
Mols, N.P., Bukh, P.N.D. and Nielsen, J.F. (1999), “Distribution channel strategies in Danish retail banking”, International Journal of Retail and Distribution Management, Vol. 27 No. 1, pp. 37 - 47.
Mylonakis, J., Malliaris, P. and Siomkos, G. (1998), Marketing-driven factors influencing savers in the hellenic bank market, Journal of Applied Business Research, Vol. 14 No. 2, pp. 109 - 16.
Nunnally, J. and Bernstein, I. (1994), Psychometric theory, 3rd edition, MacGraw-Hill, New York.
Othman, A. and Owen, L. (2001), “The multi dimensionality of carter model to measure customer
service quality in islamic banking industry: a study in kuwait finance house”, International Journal of Islamic Financial Services, Vol. 3 No. 4, available at http://www.iaif.ir/images/ khareji/articles/bank/4.pdf (accessed February 20, 2019).
Panda, T.K. (2003), “Creating customer lifetime value through effective CRM in financial services industry”, Journal of Services Research, Vol. 2 No. 2, pp. 157 - 171.
Phung, T.T. (2012), Giai phap nang cao nang luc canh tranh marketing cua cac ngan hang thuong mai co phan Viet Nam trong giai doan hien nay, Luan an tien si, Truong Dai hoc Thuong mai.
Parasuarama, A., Zeithaml, V.A., Berry, L.L. (1988), “SERVQUAL: a multiple- item scale for measuring consumer perceptions of service quality”, Journal of Retailing, Vol. 64 No. 1, pp. 12- 40.
Parasuaraman, A., Berry, L.L., Zeithaml, V.A. (1991), “Refinement and reassessment of the SERVQUAL instrument”, Journal of Retailing, Vol. 67 No. 4, pp. 420 - 450.
Porter, M.E. (1998), Competitive advantge: creating and sustaining superior performance, Free Press.
Porter, M.E. (2008), “The five competitive forces that shape strategy”, Harvard Business Review, Vol. 86 No. 1, pp. 79 - 93.
Rehman, H.U., Ahmed, S. (2008), “An empirical analysis of the determinants of bank selection in Pakistan: A Customer Review”, Pakistan Economic and Social Review, Vol.46, No. 2, pp.147- 160.
Sarin, A. (2007), “Contemporary issues in services marketing”, Indian Journal of Marketing, Vol 37, pp. 40 - 44.
Sanchez, R. and Heene, A. (2004). The new strategic management: organization, Competition, and Competence, New York: John Wiley and Sons.
Siddique, Md. Nur-E-Alam (2012), “Bank selection influencing factors: a study on customer preferences with reference to rajshahi city”, Asian Business Review, Vol 1 No. 1, available at https://ssrn.com/abstract=2567721 (accessed February 20, 2019).
Ton, T.N.T. (2004), Thi truong chien luoc, co cau, Nha xuat ban Tre.
Uddin, S.M.S., Suzuki, Y. (2014), “The impact of competition on bank performance in Bangladesh: an empirical study”, International Journal of Financial Services, Vol. 7 No. 1, pp. 73-94.
Varki, S. and Colgate, M. (2001), “The role of price perceptions in an integrated model of behavioral intentions”, Journal of Service Research, Vol. 3 No. 2, pp. 232 - 40.
Wan, W.W.N., Chung, L.L. (2005), “Customers’ adoption of banking channels in Hong Kong”, International Journal of Banking Marketing, Vol . 23 No. 3, pp. 255 – 272.
World bank (2019), World bank in Vietnam: Over view, available at https://www.worldbank.org/en/ country/vietnam/overview, last updated: Oct 18, 2019 (accessed April 18, 2020).
Xia, L., Monroe, K.B. and Cox, J.L. (2004), “The price is unfair! A conceptual framework of price fairness perceptions”, Journal of Marketing, Vol. 68 No. 4, pp. 1-15.
Yasin, N.M., Aziz, N.A. (2010), “Determinants of brand equity of servieces: a verification approach in the banking industry in Malaysia”, Asean Marketing Journal, Vol. 2 No. 2, pp. 27 – 34.
Yoo, B., Donthu, N. and Lee, S. (2000), “An examination of selected marketing mix elements and brand equity”, Journal of the Academy of Marketing Science, Vol. 28 No. 2, pp. 195 - 211.
Msangi, Z. (2015), The factors influencing customers choice of banking services in Tanzania: case of Tanga city, MBA Thesis, Mzumbe University.
Zeithaml, V.A., Berry, L.L. and Parasuraman, A. (1993), “The nature and determinants of customer expectations of service”, Journal of the Academy of Marketing Science, Vol. 21. No. 1, pp. 1-12.
Zineldin, M. (1996), “Bank strategic positioning and some determinants of bank selection”, International Journal of Bank Marketing, Vol. 14 No. 6, pp. 12 - 22.