Naslov
Bank Selection Criteria Employed by Students in an Southeastern European Country: An Empirical Analysis of Potential Market Segments' Preferences

Autori
Čičić, Muris ; Brkić, Nenad ; Agić, Emir

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
Australia and New Zealand Marketing Academic Conference 2004 / - Wellington : University of Wellington, 2004

Skup
Australia and New Zealand Marketing Academic Conference 2004

Mjesto i datum
Wellington, Novi Zeland, 29.11.2004. - 01.12.2004

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
Consumer Behaviour; Banks; Marketing Strategy

Sažetak
To plan an appropriate marketing strategy for attracting new customers, commercial banks need to identify the criteria on which potential customers determine their bank selection decision. There is a broad range of existing and potential customers the banks are interested in. In particular, there has been a great length of literature and studies examining university level students as an attractive market segment for bank industry sector. The study focuses on examining the bank selection criteria being employed by students in a developing country, Bosnia and Herzegovina. A total of 300 students aged 19-24 years of the University of Sarajevo served as a sample for the study. Findings reveal that the main factors determining students' bank selection are: reception at the bank, friendliness of bank personnel, low services charges, ease of opening a current account, and confidence in bank management. Findings also suggest that there are some of differences compared with bank selection process employed by students in developed countries. An interesting point is that gender differences do not discriminate the attitudes toward banking services and selection of bank. Factor analysis presents the elements of reputation, technology and financial conditions as the major variables of students' determination for banking affiliation and services.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA