Marketing Strategies for Pricing Services: An Application in the Deregulated Financial Services Industry
Pricing is the only marketing variable which contributes directly to revenue yet pricing strategies research for service industries has been virtually nonexistent to date. This dissertation examined marketing strategies for pricing financial services in the post deregulation environment. It was posited that household's responsiveness to price was effected by (i) their prior deposit behavior, (ii) current price or interest rate, (iii) prices from competing financial institutions, and (iv) their attitudes about switching financial institutions.
University of Illinois - Urbana-Champaign
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University of Illinois at Urbana-Champaign