Being new‐customer friendly: determinants of service perceptions in retail banking
Abstract
Purpose
The purpose of this paper is to study the attributes that influence perceptions of customer service in the retail banking setting from a non‐customer perspective.
Design/methodology/approach
This research employs a mystery shopping approach to identify and measure key service attributes that predict the likelihood of an individual's choosing a banking location.
Findings
The measures employed accurately predicted positive and negative outcomes based on respondent choices. The data suggest that personal elements of service may be of critical importance in cultivating new customer relationships.
Originality/value
Existing research related to bank service primarily focuses on customers in the context of their existing institutional relationship. This study examines a largely unexplored area of service, specifically, the issues most important to prospective customers with regard to banking choices.
Keywords
Citation
Roberts, B. and Campbell, R.C. (2007), "Being new‐customer friendly: determinants of service perceptions in retail banking", International Journal of Bank Marketing, Vol. 25 No. 1, pp. 56-67. https://doi.org/10.1108/02652320710722614
Publisher
:Emerald Group Publishing Limited
Copyright © 2007, Emerald Group Publishing Limited