AMTP Proceedings 2010
Document Type
Conference Proceeding
Conference Track
Service Marketing/ Non-Profit Marketing/ Ethics
Publication Date
2010
Copyright
This work is archived and distributed under the repository's Standard Copyright and Reuse License (opens in new tab). End users may copy, store, and distribute this work without restriction. For all other uses, permission must be obtained from the copyright owners or their authorized agents.
Abstract
The purpose of this research is to develop a scale identifying American college students’ choice criteria of retail banks. It is an exploratory study that complements extant studies on retail bank selection. The reliability of the scale was assessed using exploratory factor analysis and serves as a prelude to further empirical validation analysis. The results present four distinct factors important in the selection of retail banks, namely, "convenience", "competence”, “recommendation by parents" and "free banking - no bank charges". It concludes by discussing managerial contributions, limitations and future research directions.
DOI
10.20429/amtp.2010.78
Copyright Statement / License for Reuse
Digital Commons@Georgia Southern License
Recommended Citation
Blankson, Charles and Tran, Trang Phuc, "College Students' Choice Criteria of Retail Banks" (2010). AMTP Proceedings 2010. 78.
https://digitalcommons.georgiasouthern.edu/amtp-proceedings_2010/78
