The theory of planned behaviour and student banking in Australia
International Journal of Bank Marketing
ISSN: 0265-2323
Article publication date: 25 July 2019
Issue publication date: 17 January 2020
Abstract
Purpose
The purpose of this paper is to investigate the extent to which the three constructs associated with the theory of planned behaviour (TPB) can explain student banking intentions and assist in understanding their bank satisfaction.
Design/methodology/approach
This research issue was investigated using a mixed methods approach, incorporating both qualitative and quantitative methods. Convenience sampling was used. Factor analysis and logistic regression were used to ascertain the relevance of the TPB in explaining student banking intentions.
Findings
Using factor analysis, perceived behavioural control was shown to be the key determinant in explaining student banking intentions. Using a logistic regression, the TPB was shown to have strong application in predicting customer satisfaction with all three of its constructs significant, but weaker application for predicting the likelihood of a bank switch, with subjective norms and attitude significant, and even less for the likelihood of recommending the bank to a friend, with only perceived behavioural control significant.
Research limitations/implications
The use of an online survey which limits the pool of respondents to internet users, together with the sample size, limit the generalisability of findings.
Practical implications
Banks can better target and understand the drivers that influence both student banking intentions and customer satisfaction. This knowledge will allow banks to better attract and retain student customers.
Originality/value
Provides insight to and a better understanding of how the TPB can explain and predict student banking intentions. This study fills a gap in the literature by concentrating on student banking behaviour in Australia, a substantial segment of bank customers that has received little research.
Keywords
Citation
Tucker, M., Jubb, C. and Yap, C.J. (2020), "The theory of planned behaviour and student banking in Australia", International Journal of Bank Marketing, Vol. 38 No. 1, pp. 113-137. https://doi.org/10.1108/IJBM-11-2018-0324
Publisher
:Emerald Publishing Limited
Copyright © 2019, Emerald Publishing Limited