Consumer Choice Criteria in Retail Bank Selection

Abstract

Consumers do not select their main bank in a particularly conscious fashion; results of a survey of 558 Swedish bank customers and 53 bank branch managers indicated that for a third of respondents the choice was random. However, bank location, availability of loans, and payment of salary through a certain bank are reasons for choice, as is the influence of parents' choices. Choice is most probably a result of a match between bank image and consumer interests.

Citation

Martenson, R. (1985), "Consumer Choice Criteria in Retail Bank Selection", International Journal of Bank Marketing, Vol. 3 No. 2, pp. 64-74. https://doi.org/10.1108/eb010755