Retail Bank Marketing: A Study of Bank Image and Consumers’ Patronage
Abdul Razak Kamaruddin, (2000) Retail Bank Marketing: A Study of Bank Image and Consumers’ Patronage. Malaysian Journal of Consumer and Family Economics, 3 . pp. 70-84. ISSN 1511-2802
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Kolej Universiti Terengganu. Dept. of Management.
This article investigates the factors determining bank patronage behavior. Specifically, it examines the extent to which image attributes of banks influence consumers’ banking decision. It also examines the effect of demographic factors on bank image and choice. The image attributes comprise efficiency, physical characteristics, services, terms of payment, and social influence. The results demonstrate that, while the effects of demographic factors are not significant, the image attributes strongly influenced customer choice. The findings also revealed the preference differences across various dimensions of bank attributes. The results of this study can be helpful to managers in improving their service and customer satisfaction.
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