What is it about?
This study investigates the criteria invoked by university students when choosing banking services, and determines whether male and female students rate the importance of the various criteria differently.
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Why is it important?
The multiple discriminant analysis revealed that Bank Services, People Influences, Electronic Services, and Banking Security significantly affect students’ decisions when choosing banking services, and that female students attach more importance to each of these factors than do their male counterparts. The identification of the most noteworthy criteria for choosing banking services, particularly accounting for gender differences among university students, provides information to banks that allows them to improve their standards of service, offer more attractive incentives and increase their visibility, thereby attracting and retaining customers.
Perspectives
This study investigates the criteria invoked by university students when choosing banking services, and determines whether male and female students rate the importance of the various criteria differently. The multiple discriminant analysis revealed that Bank Services, People Influences, Electronic Services, and Banking Security significantly affect students’ decisions when choosing banking services, and that female students attach more importance to each of these factors than do their male counterparts. The identification of the most noteworthy criteria for choosing banking services, particularly accounting for gender differences among university students, provides information to banks that allows them to improve their standards of service, offer more attractive incentives and increase their visibility, thereby attracting and retaining customers.
Professor Dr Norazah Mohd Suki
Universiti Utara Malaysia
Read the Original
This page is a summary of: Criteria for choosing banking services: gender differences in the university students’ perspective, International Journal of Social Economics, February 2018, Emerald,
DOI: 10.1108/ijse-12-2016-0354.
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