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Patterns in competitive structure among retail financial services brands

机译：零售金融服务品牌之间的竞争结构模式

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摘要

Purpose-The purpose of this paper is to determine if services brands such as banks share their customers with competing brands in line with the market share of those competitors, and whether services brands with similar images form market partitions with heightened competitive intensity. Design/methodology/approach-The study uses brand usage, forced-choice and brand perceptions data obtained from a survey of consumers. The study uses a log-linear modelling framework to identify market structure and to test if partitions correspond to similarities in brand image. Findings-Analysis of in-market data shows customers share their requirements between competing brands in line with market share, and that brands with similar images do not form partitions. However, when consumers are asked to choose brands for a specific product, there is some tentative evidence of brand partitions among brands with similar brand image. Practical implications-The results here can help managers in service markets such as banking and insurance understand market structure. As a result, they can better plan customer acquisition and retention strategies. Originality/value-The study addresses a lack of research into customer sharing and switching in services markets. No previous study has successfully employed brand-sharing, forced-choice and brand image data to identify market structure in a services context.
机译：目的-本文的目的是确定银行等服务品牌是否根据竞争者的市场份额与竞争品牌共享客户，以及具有相似形象的服务品牌是否形成了竞争激烈程度更高的市场分区。设计/方法/方法-该研究使用从消费者调查中获得的品牌使用，强迫选择和品牌认知数据。该研究使用对数线性建模框架来识别市场结构并测试分区是否对应于品牌形象的相似性。市场数据的调查结果分析显示，客户根据市场份额在竞争品牌之间共享他们的要求，而具有相似图像的品牌不会形成分区。但是，当要求消费者为特定产品选择品牌时，有一些初步证据表明在具有相似品牌形象的品牌之间存在品牌划分。实际意义-这里的结果可以帮助银行和保险等服务市场的经理了解市场结构。结果，他们可以更好地计划客户获取和保留策略。原创性/价值-该研究解决了缺乏对服务市场中的客户共享和转换的研究。以前没有研究成功使用品牌共享，强制选择和品牌形象数据来识别服务环境中的市场结构。

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