Service Marketing/ Non-Profit Marketing/ Ethics
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.
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Digital Commons@Georgia Southern License
Blankson, Charles and Tran, Trang Phuc, "College Students' Choice Criteria of Retail Banks" (2010). Association of Marketing Theory and Practice Proceedings 2010. 78.