Managing in the @ age: Banking service quality and strategic positioning

Banking has traditionally operated in a relatively stable environment for decades. However, today the industry is facing dramatically aggressive competition in a new deregulated environment. Positioning is an attempt to distinguish the bank from its competitors along real dimensions in order to be the most preferred bank for a certain market segment or prospect. A key way to build a strong competitive position is through @ management, IT and product/service quality and differentiation. Evaluation of the relationship between quality, and positioning requires an understanding and examination of the elements of service quality relative to the operations strategy. The main objectives of this study are to develop theoretically and empirically an understanding of the relationship between service quality and bank strategic positioning. The present research surveyed how Swedish commercial banks have been selected and perceived from the point of view of their customers in relation to their competitors in the marketplace.