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Why are Community Banks in Australia Successful? An Exploration

Australia's community-based banks appear to be successful in communities where they are not the only bank. Using legitimacy theory and the theory of embeddedness as a framework, this study explores the importance of connectedness to and engagement with the local community as a way of legitimising a community-based bank's activities. An exploratory survey of community bank customers found community involvement to be significant factor in a respondent's decision to bank with a community-based bank. Additionally, the study suggests that fulfilment of a social contract between banks and customers is important and customers expect banks to legitimise their activities by contributing to local community projects. Finally this research suggests that customers of community-based banks see the nature of their service experience and how they as customers are made to feel as being the strength of community-based banks.