Benefit Segmentation Using Service Quality Dimensions

Effective segmentation is a challenge for financial service managers. Investigates the use of service quality, convenience, and competitiveness as a basis for benefit segmentation. Identifies two segments, a performance driven segment that in the retail bank sector is primarily interested in having the bank “get it right the first time” and a convenience driven segment that wants location. An important benefit for both segments was competitive rates. Results indicate that the segments differ with respect to evaluation of their main financial institution and satisfaction levels.