BANK SELECTION: AN INVESTIGATION OF FACTORS THAT IMPACT CONSUMER ATTITUDE TOWARD SERVICE QUALITY IN SELECTING A BANK

摘要

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