Author: Farquhar, Jillian Dawes

Source: The International Journal of Bank Marketing, Volume 27, Number 3, 2009 , pp. 242-246(5)

Publisher: Emerald Group Publishing Limited

Abstract:

<B>Purpose</B> - A survey commissioned by HSBC questioned 2,155 expatriates (expats) across four continents about the challenges that they face. This paper aims to present its findings under three headings of: expat existence, expat offspring, and expat experience. <B>Design/methodology/approach</B> - Data were captured by using a virtual survey between February and April 2008. The survey was concerned with a range of topics: lifestyle, earning capacity, issues affecting children, and ease of integration into the community. <B>Findings</B> - Expatriates provide an example of a global segment that would appear to offer financial institutions opportunities for increasing customer value. The survey provides data that can form the basis for a global bank wanting to meet the needs of this potentially affluent group not only in providing financial services but also working with other service providers to create packages to suit this group, including accommodation or housing, the needs of children, and concierge services. <B>Originality/value</B> - From a financial services marketing perspective, expats present an interesting and potentially valuable customer segment with specific banking needs.

Keywords: Expatriates; Financial services; Marketing opportunities; Surveys

Document Type: Research article

DOI: http://dx.doi.org/10.1108/02652320910950213

Publication date: 2009-04-10

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