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A study of bank selection decisions in Singapore using the Analytical Hierarchy Process

Huu Phuong Ta (Associate Professor, Faculty of Business Administration, National University of Singapore, Singapore)
Kar Yin Har (Analyst, Andersen Consulting, Singapore)

International Journal of Bank Marketing

ISSN: 0265-2323

Article publication date: 1 July 2000

Abstract

Presents the findings of a survey of undergraduates on bank selection preferences. In the study, nine criteria for bank selection decision and five banks are identified, and the decision problem is structured into a three‐level hierarchy using the Analytic Hierarchy Process. The findings indicate that undergraduates place high emphasis on the pricing and product dimensions of bank services. The results are of interest to bank managers because they provide information on the importance of the selection criteria as well as areas of strengths and weaknesses of banks.

Keywords

Citation

Phuong Ta, H. and Yin Har, K. (2000), "A study of bank selection decisions in Singapore using the Analytical Hierarchy Process", International Journal of Bank Marketing, Vol. 18 No. 4, pp. 170-180. https://doi.org/10.1108/02652320010349058

Publisher

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MCB UP Ltd

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