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The brand equity of banks plays a crucial role in determining customer behavior of using their services. The study aims to examine the impact of brand equity on conversion behavior in the use of personal banking services at commercial banks in Vietnam. The paper uses quantitative research methods, through linear SEM (Structural Equation Modelling) analysis, with survey data including 554 samples of individual customers of commercial banks. The study’s findings show that the bank’s brand equity has a negative impact on the behavior of individual customers. In the relationship between these two factors, competitive advertising effectiveness and loyalty of customers act as intermediary factors. On that basis, the study makes a number of recommendations to preclude customers leaving and minimize business losses caused by the conversion of customers’ banks. The findings of this study have shown the importance and impact of brand equity on conversion behavior in the use of personal customer services. These are meaningful contributions both theoretically and practically to help banks get a deeper insight into brand equity and the need to pay attention to building and developing sustainable brand equity for the bank, as well as an important basis for further research.

Purpose– The purpose of this paper is to examine the quality of the banking services in a rather neglected context, i.e. quality of banking services that target the student population. The goals were: to highlight the importance of student population as in the long run profitable market for personal banking services, to determine whether there are significant differences between student perceptions of and expectations from the quality of banking services as well as which dimensions students find to be the most significant and which the least significant in assessing the quality of banking services.Design/methodology/approach– A summary of the theoretical framework is followed by the results of a research using the SERVQUAL instrument.Findings– Despite a steady increase in the number of students over the past few years, bank managers have not yet realized their full potential. The results point to a gap in the quality of the banking services on all five dimensions of the SERVQUAL model. It is necessary to improve the banking service on all dimensions, and particularly with regard to “reliability,” “assurance” and “responsiveness,” in which the gap was observed to be the largest.Research limitations/implications– The research used a convenient sample. Therefore, it is impossible to generalize research findings based on the data processed, but only point to their being indicative.Practical implications– Banks should by no means neglect the student population that possesses information knowledge, essential for the use of modern banking services. Bank managers should pay more attention to the needs of this growing segment of potential highly profitable customers.Originality/value– The necessity to provide a more flexible response to the needs and requirements of students as a target market segment is discussed, along with potential importance of this segment for banks’ future business operations.

This study is carried on with the aim of understanding the different customer perceptions which contribute to brand loyalty, especially for youth in the Indian industry for personal banking service...

Purpose – To provide a review of the winning case study from the professional development category of EFMD's Excellence in Practice Awards, 2013. Design/methodology/approach – An independent review of the winning case. Findings – A strategic review at Danske Bank Sweden led to a decision to enhance its position as a premium bank by strengthening the advisory concept within personal banking. In response a working group proposed that a new group of investment advisors be created for individuals with up to 600,000 to invest. Originality/value – Provides insight for practitioners into a learning and development initiative of proven impact.

The authors report on research conducted to assess the marketing of personal banking products by Polish banks and determine whether Western developed marketing can be applied in transitional economies. The study comprised three parts: interviews with senior Polish bankers to identify strategies, a survey of front-line staff to determine whether strategies had been communicated and reinforced in the reward system, and a consumer survey to determine whether the strategies had successful outcomes. It finds that the concepts and tools of Western-style marketing can provide direction to bankers for strategy settings, but that successful implementation will depend on the adaptation of these concepts to the Polish context.

Some of the key issues facing banks in the UK are examined in order to become better at selling in the personal banking market. These issues concern attitudes towards organisational changes for sales including those of personnel and physical organisation. Implicit in these issues are matters of changes in management style, training, motivation and recognition of branch sales personnel and the direct salesforce. Interviews were held with senior sales and/or marketing executives in the leading banks and a building society. While each of the organisations interviewed has made considerable advances in achieving the required cultural change, Midland Bank is well under way towards accomplishing a sales culture. The results indicate that the radical change called for in developing a true sales culture requires major alterations to management structure and style and is most likely to be successfully achieved by “top‐down” target setting based on corporate business objectives. The need for different approaches in developing an appropriate sales‐and market‐orientation in counter staff and direct sales staff is discussed.

The latest advancements in technology have made many a great development in all types of customer related services. One such advancement which is happening in banking sector has great influences on the customers and attracts them to use online services provided by the banks. In this paper, we have identified 11 major e – banking services provided by the banks in Middle East countries, in particular, Sultanate of Oman. Various statistical measures such as descriptive statistics, regression analysis and correlation were used to identify the major impact on the customer satisfaction on the identified e – banking services. The results show that the basic e – banking services such as checking balance online, personal banking transactions etc have high level impact on the customer satisfaction. Also, satisfaction is related to the level of awareness of the customer about the particular e – banking service. We have also proposed an impact model based on the findings.

During a period which has witnessed considerable growth in the number of organisations which offer banking and associated services, one of the more notable developments has been the identification of the “personal” sector as an entity by the Clearing Banks. From a position which largely considered personal banking as down‐the‐banking‐market, the banks have done a rapid about‐turn by recognising the importance of this sector. To this end they have designed ranges of services which meet the needs of this sector and have developed specific marketing strategies.