BANK SELECTION: AN INVESTIGATION OF FACTORS THAT IMPACTCONSUMER ATTITUDE TOWARDSERVICE QUALITY IN SELECTING A BANK

摘要

In today's increasingly competitive environment, understanding consumers has become vital formarketers. In an industry where products and services are indistinguishable it is important thatmarketers understand the factors that influence the consumer decision making process whenselecting a bank. While other studies have identified which criteria are important in selecting abank, the purpose of this paper is to examine which factors impact consumer attitude towardservice quality and the selection process. Social influence, life cycle, education, economiccircumstance and gender are thought to influence consumer attitude. SERVQUAL dimensionswill be used to measure consumer attitude toward service quality.