Abstract
Degregulation of the retail banking industry has given rise to questions concerning the relative importance of various marketing mix variables in the acquisition of market share. Additionally, the role of the smaller retail bank in a deregulated and openly competitive environment is questioned. A conclusion of this research is that the smaller banking institutions may have reason for concern in this new environment.
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Henthorne, T.L. (2015). The Impact of Deregulation on the Retail Banking Industry: Can the Small Bank Compete?. In: Thomas, E., Rao, S. (eds) Proceedings of the 1988 International Conference of Services Marketing. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-17317-7_16
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DOI: https://doi.org/10.1007/978-3-319-17317-7_16
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