Association of Marketing Theory and Practice Proceedings 2010
 

Document Type

Conference Proceeding

Conference Track

Service Marketing/ Non-Profit Marketing/ Ethics

Publication Date

2010

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.

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Digital Commons@Georgia Southern License

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