TY  - JOUR
AB  - Using both qualitative and quantitative approaches, how consumers choose a financial institution for their checking accounts is investigated in this study. It was found that, although most consumers value convenience as one of the most important decision‐making criteria, their definitions of convenience vary across consumers. How different consumers use different decision‐making criteria and heuristics is reported, and the implications for financial service marketers are drawn from the findings.
VL  - 21
IS  - 2
SN  - 0265-2323
DO  - 10.1108/02652320310461447
UR  - https://doi.org/10.1108/02652320310461447
AU  - Lee Jinkook
AU  - Marlowe Julia
PY  - 2003
Y1  - 2003/01/01
TI  - How consumers choose a financial institution: decision‐making criteria and heuristics
T2  - International Journal of Bank Marketing
PB  - MCB UP Ltd
SP  - 53
EP  - 71
Y2  - 2024/04/25
ER  -