A1 Journal article (refereed)
Implications of the COVID-19 pandemic on market orientation in retail banking (2021)

Haapio, H., Mero, J., Karjaluoto, H., & Shaikh, A. A. (2021). Implications of the COVID-19 pandemic on market orientation in retail banking. Journal of Financial Services Marketing, 26(4), 205-214. https://doi.org/10.1057/s41264-021-00099-9

JYU authors or editors

Publication details

All authors or editors: Haapio, Hannele; Mero, Joel; Karjaluoto, Heikki; Shaikh, Aijaz A.

Journal or series: Journal of Financial Services Marketing

ISSN: 1363-0539

eISSN: 1479-1846

Publication year: 2021

Publication date: 31/05/2021

Volume: 26

Issue number: 4

Pages range: 205-214

Publisher: Springer Science and Business Media LLC

Publication country: United Kingdom

Publication language: English

DOI: https://doi.org/10.1057/s41264-021-00099-9

Publication open access: Openly available

Publication channel open access: Partially open access channel

Publication is parallel published (JYX): https://jyx.jyu.fi/handle/123456789/76122


This 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.

Keywords: COVID-19; banks (monetary institutions); banking sector; banking services; online services; economic condition; crises; adaptation (change)

Free keywords: COVID-19; retail banking; market orientation; digital banking

Contributing organizations

Ministry reporting: Yes

Reporting Year: 2021

JUFO rating: 1

Last updated on 2022-20-09 at 14:20