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Customer Preferences for Financial Services: An Analysis

William L. Boyd (Professor at Western Carolina University, Cullowhee, NC, USA.)
Myron Leonard (Professor of Marketing at Western Carolina University, Cullowhee, NC, USA.)
Charles White (Professor at Hardin‐Simmons University, Abilene, Texas, USA.)

International Journal of Bank Marketing

ISSN: 0265-2323

Article publication date: 1 February 1994

4534

Abstract

With bank deregulation and more sophisticated customers, it has become very important that banks and other financial institutions determine the factors which are pertinent to the customer′s selection process. Through a survey of households, evaluates the relative importance attached to selection criteria used to choose a financial institution. The results provide the basis for a demographic and behavioural profile which is used to examine the emphasis of some criteria over others.

Keywords

Citation

Boyd, W.L., Leonard, M. and White, C. (1994), "Customer Preferences for Financial Services: An Analysis", International Journal of Bank Marketing, Vol. 12 No. 1, pp. 9-15. https://doi.org/10.1108/02652329410049562

Publisher

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MCB UP Ltd

Copyright © 1994, MCB UP Limited

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