IDEAS home Printed from https://ideas.repec.org/a/taf/servic/v27y2007i4p435-452.html
   My bibliography  Save this article

Services Branding: Revealing the Rhetoric within Retail Banking

Author

Listed:
  • Deirdre O'loughlin
  • Isabelle Szmigin

Abstract

This paper presents key branding findings from a qualitative study of consumers and financial services practitioners and explores the current role, importance and challenges associated with branding within Irish retail financial services. Managerial and consumer research highlighted the limited role of branding and the growing gap between brand-based expectations and service brand execution. Key conclusions and implications are proposed in terms of developing an effective multidimensional brand strategy which is both profitable to suppliers and desirable to consumers. The paper recommends that financial services branding be focused upon the promotion of meaningful functional values, delivered through a customer-centred, process-driven approach.

Suggested Citation

  • Deirdre O'loughlin & Isabelle Szmigin, 2007. "Services Branding: Revealing the Rhetoric within Retail Banking," The Service Industries Journal, Taylor & Francis Journals, vol. 27(4), pages 435-452, June.
    • Handle: RePEc:taf:servic:v:27:y:2007:i:4:p:435-452
    DOI: 10.1080/02642060701346748
    as

    Download full text from publisher

    File URL: http://hdl.handle.net/10.1080/02642060701346748
    Download Restriction: Access to full text is restricted to subscribers.
    File URL: https://libkey.io/10.1080/02642060701346748?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Dominique-Ferreira, Sérgio, 2017. "How important is the strategic order of product attribute presentation in the non-life insurance market?," Journal of Retailing and Consumer Services, Elsevier, vol. 34(C), pages 138-144.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:taf:servic:v:27:y:2007:i:4:p:435-452. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Chris Longhurst (email available below). General contact details of provider: http://www.tandfonline.com/FSIJ20 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.