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Being new‐customer friendly: determinants of service perceptions in retail banking

Brandon Roberts (Premier Insights Inc., Canton, Mississippi, USA)
Randall C. Campbell (Mississippi State University, Mississippi, USA)

International Journal of Bank Marketing

ISSN: 0265-2323

Article publication date: 6 February 2007




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.


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.


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.


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.



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.



Emerald Group Publishing Limited

Copyright © 2007, Emerald Group Publishing Limited

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