The Influence of Banks’ Marketing Strategies on Students’ Choice of Bank in the Uk.

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The influence of banks’ marketing strategies on students’ choice of bank in the UK. Rationale The banking system in United Kingdom is known for its comprehensiveness and internationalization, which providing operations like loans, insurance and credit cards (Farquhar and Panther, 2008:9). In spite of the fact that marketing is divided into customer acquisition and customer retention, market dominating is the target of bank strategies (Drucker, 1963, cited in Farquhar and Panther,2008). During the last decade, international postgraduate students choose increasingly to continue their education in the UK by attending the courses relate to business, which adequately enhance the master education in the UK as a result (Rae and Woodier, 2012:639). About 14 percent of the students with full-time courses in the UK are international students in 2010, there are 45180 students were registered in 2009, one year later, the number increase to 51310 (Universities UK, cited in Rae and Woodier, 2012). With the increasing number of international students coming to the UK to further their education (Ekwulugo and Binsardi, 2003:318), There has been growing attention on which bank they prefer in UK, what attitudes they have when facing bank selection and what factors can impact their choices. This research will investigate the factors mentioned above. This research is of benefit to both international students and banks in the United Kingdom because both of the two groups are involved in the banking system of UK. Banks need to understand and be familiar with the attitudes of target consumer, especially the growing number of students. While overseas students need to gain the important information of banks as they have to choose a bank in the UK. The purpose of this research is to illustrate some vital factors of banks’ marketing strategies that could affect overseas students’

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