Centre for Sustainable Regional Communities
Research Projects
Enhancing Competitive Advantage and the Customer Experience - An Investigation of Community Banking
Investigators:
Recently, a number of different banking models have been developed and implemented, such as the cooperative banks in Europe and the community banks in North America and Australia.
This research project will investigate these newer banking models, such as the “community” banking models implemented in Australia and the impact they are having on the delivery of banking services to customers and on the organisation’s ability to sustain its own competitive advantage. Results from this research will explore the linkages between community banking and customers’ perception of service quality which may ultimately lead to better banking service outcomes for customers and an understanding of the drivers of sustainable competitive advantage for organisations. The results of this research will provide a basis for analysing and refining criteria used for selecting potential community bank locations and identifying other elements essential for success and most importantly the connection between successful community banks and sustainable communities.
In the future outcomes from this project may be developed into models and frameworks generally applicable to establishing successful community based businesses enhancing both the economic and social dimensions of communities.
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