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Journal cover: International Journal of Bank Marketing

International Journal of Bank Marketing

ISSN: 0265-2323

Online from: 1983

Subject Area: Marketing

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Using Conjoint Analysis to Design Financial Services

Document Information:
Title:Using Conjoint Analysis to Design Financial Services
Author(s):F. Christian Zinkhan, George M. Zinkhan
Citation:F. Christian Zinkhan, George M. Zinkhan, (1990) "Using Conjoint Analysis to Design Financial Services", International Journal of Bank Marketing, Vol. 8 Iss: 1, pp.31 - 34
Keywords:Banks, Conjoint analysis, Customization, Design, Financial services, Marketing
DOI:10.1108/02652329010136389 (Permanent URL)
Publisher:MCB UP Ltd
Abstract:The application on conjoint analysis to the task of customising financial services is discussed. Conjoint analysis allows for the generation of the utility levels associated with financial service design alternatives. By evaluating service-provider and customer utility levels simultaneously, an efficient frontier of financial service designs can be identified. This process can greatly simplify the financial service design selection decision, since it eliminates inferior alternatives from consideration. A hypothetical example, the selection of commercial line of credit features for a potential corporate customer, is demonstrated.

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