Consumer Convenience or Sophistication?— A Crucial Question in Bank Services Marketing

The marketing strategy of banks requires much thought and careful planning so as to address the constituent segments of the market. In particular, the issue of increasing customer sophistication versus demands for convenience needs to be approached, and this does not appear to be a clear‐cut issue; highly sophisticated customers may also demand convenience, while others do not fit into this category, and customers across age, sex and social class groups have different needs in these respects.