Abstract
Article history: Received December 28, 2013 Accepted 24 March 2014 Available online March 28 2014 During the past few years, there have been tremendous changes on banking services and many bank customers are able to do their daily banking activities using recent advances of technology such as internet banking, telephone banking, etc. In this paper, we present an empirical investigation on the effects of strategic positioning for development of modern banking services. The proposed study designs a questionnaire in Likert scale and distributes it among some 385 randomly selected people who live in Tehran in 2013. The questionnaire consists of seven factors including property positioning, advantage positioning, consumer positioning, user positioning, competitive advantage positioning, quality positioning and merchandise category positioning. Using Spearman correlation as well as stepwise regression technique, the study has determined positive and meaningful relationships between different components of strategy positioning development of modern banking services. © 2014 Growing Science Ltd. All rights reserved.
Highlights
During the past few years, there have been tremendous changes on banking services and many bank customers are able to do their daily banking activities using recent advances of technology such as internet banking, telephone banking, etc. (Hoffmann et al, 2012)
We present an empirical investigation on the effects of strategic positioning for development of modern banking services
The questionnaire consists of seven factors including property positioning, advantage positioning, consumer positioning, user positioning, competitive advantage positioning, quality positioning and merchandise category positioning
Summary
During the past few years, there have been tremendous changes on banking services and many bank customers are able to do their daily banking activities using recent advances of technology such as internet banking, telephone banking, etc. (Hoffmann et al, 2012). The competition in banking industry escalates and most banks try to introduce new services to attract more customers (Ries & Trout, 1986; Kotler, 1998; Schellhase et al, 2000). They try to reconsider their positioning strategies to improve their market share, increase their profitability, etc. According to Marks and Albers (2001), the more aggressive product positioning behavior from attempts to reduce profit differences relative to competitors because profit asymmetry happens in many market settings, it is an essential factor to consider in making product positioning decisions in a competitive environment. Darling (2001) concentrated on the relative importance of successful competitive positioning in the European According to Marks and Albers (2001), the more aggressive product positioning behavior from attempts to reduce profit differences relative to competitors because profit asymmetry happens in many market settings, it is an essential factor to consider in making product positioning decisions in a competitive environment. Darling (2001) concentrated on the relative importance of successful competitive positioning in the European
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