Using Niche Products To Lure Clients from Banks

Bills, Steve
November 2005
American Banker;11/18/2005, Vol. 170 Issue 222, p12
Trade Publication
The article reports that nontraditional competitors are using niche products to take business away from banks in the core consumer market. A survey from the Bank Administration Institute suggests relationship-building strategies among traditional banks could be ineffective and that customers may be willing to try other options. There is evidence that 70 percent of customers are skeptical of relationship banking. The article refers to the interrelated issues of market segmentation, trust, and customer loyalty.


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