In Search of a Competitive Edge in Banking: A Personnel Approach

Banks are increasingly trying to gain a competitive edge by means of technological, legal and geographical bases. Enterprise differentiation through personnel marketing may be now more effective, distinguishing a bank by its service delivery rather than mere availability. This new philosophy of management that positions bank personnel and customers equally is to be sought, widening and consolidating the marketing concept. Implementation guidelines are here reviewed and the specific benefits of human relations are spelled out.