The future role of bank branches and their managers: comparing managerial perceptions in Canada and Spain

Authors: Moutinho, Luiz; Davies, Fiona; Deng, Shengliang; Peris, Salvador Miguel; Alcaniz, J Enrique Bigne

Source: The International Journal of Bank Marketing, Volume 15, Number 3, 1997 , pp. 99-105(7)

Publisher: Emerald Group Publishing Limited

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Abstract:

Although it was predicted that bank branches would quickly become obsolete in a computerized society, the reality is that many full-service branches are not closing but rather evolving to meet changing needs. The role of the branch manager is crucial, and is also changing. In particular, managers are expected to take a lead in marketing activities. A questionnaire study was carried out to examine managers' changing roles, using two samples of branch managers, one from Canada and one from Spain. Managers were asked to rate 21 function variables on their importance in bank management and in facing new market trends. Differences were found between the two samples, as were similarities: both identified managerial ability, strategic autonomy of the branch and business development through increased marketing ability, as important building blocks for the future role of branches and their managers.

Keywords: Autonomy; Banking; Canada; Marketing; Spain; Strategic Choice

Document Type: Research article

DOI: http://dx.doi.org/10.1108/02652329710166019

Publication date: 1997-03-01