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RESEARCH PRODUCT
Implications of the COVID-19 pandemic on market orientation in retail banking
Karjaluoto HeikkiAijaz A. ShaikhJoel MeroHannele Haapiosubject
kriisitCoronavirus disease 2019 (COVID-19)Best practiceFinancial systemContext (language use)market orientation0502 economics and businessPandemicMarketingFinancial servicesverkkopalvelutMarketingsopeutuminendigital bankingpankitbusiness.industry05 social sciencesCOVID-19retail bankingpankkialataloudellinen tilaRetail bankingDigital bankingMarket orientationRetail banking050211 marketingOriginal Articlebusiness050203 business & managementFinanceQualitative researchpankkipalvelutMarket orientationdescription
AbstractThis qualitative study examines the implications of the COVID-19 pandemic on the implementation of market orientation (MO) in the context of retail banking. The findings show that MO was significantly reflected in the behaviors of banks upon encountering the COVID-19 situation, with the banks increasing their MO in response to the crisis. This study finds subcategories based on the empirical data that explain the implementation of MO in more detail. Overall, the findings provide valuable conceptual and managerial insights into the modus operandi of banks during a crisis and offer new best practices for the banking industry.
| year | journal | country | edition | language |
|---|---|---|---|---|
| 2021-05-31 | Journal of Financial Services Marketing |