Abstract
Widespread dissatisfaction with the services provided by commercial banks suggests that they have been less than successful in adopting the marketing concept. This article examines the nature of the marketing concept, its transferability to the domain of banking and its adoption by the AIB Group. However, this bank′s experience appears to be atypical, given numerous examples of customer dissatisfaction. There is a clear lack of marketing in both principle and practice in the UK banking system and one can only conclude that “Bank Marketing” is more myth than reality.
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