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The Visibility of Regionality: Do Customers Recognize the Regional Role of Their Bank?

Author

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  • Bublik Nikolas

    (Research Center of Cooperatives, University of Hohenheim, Schwerzstraße 46, 70599 Stuttgart, Germany)

  • Jensen-Auvermann Tessa

    (Research Center of Cooperatives, University of Hohenheim, Schwerzstraße 46, 70599 Stuttgart, Germany)

  • Hess Sebastian

    (Chair of Agricultural Markets, Director of the Research Center of Cooperatives, University of Hohenheim, Schwerzstraße 46, 70599 Stuttgart, Germany)

Abstract

Digitalization and rising cost are increasingly challenging the traditional regional model of cooperative banking. While regional embeddedness is often cited as a key competitive advantage, it remains unclear whether customers still recognize this role and whether such perceptions can be influenced through targeted communication. Drawing on survey data from customers of three German cooperative banks of different size, this paper applies ordered probit models to analyze the determinants of respondent bank’s perceived regional impact following an informational treatment. The findings show that regionality is primarily shaped by organizational size, age, and social embeddedness, whereas informational cues exert only limited influence. Our results suggest that cooperative banks should strengthen regionality through tangible organizational practices and targeted customer strategies rather than relying on symbolic communication of abstract cooperative values.

Suggested Citation

  • Bublik Nikolas & Jensen-Auvermann Tessa & Hess Sebastian, 2026. "The Visibility of Regionality: Do Customers Recognize the Regional Role of Their Bank?," Zeitschrift für das gesamte Genossenschaftswesen, De Gruyter, vol. 76(2), pages 99-125.
    • Handle: RePEc:bpj:zfgewe:v:76:y:2026:i:2:p:99-125:n:1002
    DOI: 10.1515/zfgg-2026-0008
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