Market Segmentation, Service Delivery Channels and Technology Aversion in Retail Banking
- 주제(키워드) Retail Banking; Market Segmentation; Service Delivery Channel; Technology Aversion
- 발행기관 고려대학교 대학원
- 지도교수 임호순
- 발행년도 2008
- 제출일 2008-06-25
- 학위수여년월 2008. 8
- 학위명 석사
- 학과 일반대학원 경영학과
- 세부전공 LSOM전공
- 원문페이지 45 p
- 실제URI http://www.dcollection.net/handler/korea/000000006431
- 본문언어 영어
초록/요약
Market segmentation based on demographic factors is widely used in banking sector. And many previous researches on segmentation of bank customers similarly suggested and confirmed that online banking customers are more profitable and with higher income (their balances are larger than those who use conventional branches). In this paper we proposed a new method of segmentation between different service delivery channels by modeling consumers as maximizing their net benefit from banking activities. And we considered both demographic factors (salary) and consumer behavioral factors (aversion/attitude to technology). The study showed that alternative mechanisms can lead to different usage levels and, thereby, affect benefits obtained. And a single price and service level of banking can create three segments consisting of two electronic market segments and one conventional market segment. Considering the low-salary low-aversion electronic customer segment can help banks set their price, thereby, reduce a large amount of service delivery costs.
more목차
1. INTRODUCTION
2. LITERATURE REVIEW
2．1 MARKET SEGMENTATION IN BANK MARKETING
2．2 AVERSION TO TECHNOLOGY
3. THE MODEL
ASSUMPTION 1
PROPOSITION 1
PROPOSITION 2
PROPOSITION 3
PROPOSITION 4
4. MODELS WITH DIFFERENT VALUE FUNCTIONS
PROPOSITION 5
PROPOSITION 6
PROPOSITION 7
5. CONCLUSION
APPENDICES
REFERENCES
