Impact of corporate reputation and personality congruence on consumers' choice of bank.

This research paper investigates the relationship of two aspects, bank's corporate reputation and the personality congruence between the bank and consumer, on consumer's choice of bank. Three local banks, specifically DBS, OCBC and UOB, are used for the purpose of this study. This paper fu...

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Main Authors: Chang, Carina Yee Yin., Tran, Mai Anh., Yong, Vanessa Yu Zhen.
Other Authors: Yang Mei Ling
Format: Final Year Project
Language:English
Published: 2010
Subjects:
Online Access:http://hdl.handle.net/10356/21202
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Institution: Nanyang Technological University
Language: English
id sg-ntu-dr.10356-21202
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spelling sg-ntu-dr.10356-212022023-05-19T06:16:12Z Impact of corporate reputation and personality congruence on consumers' choice of bank. Chang, Carina Yee Yin. Tran, Mai Anh. Yong, Vanessa Yu Zhen. Yang Mei Ling Nanyang Business School DRNTU::Business::Finance::Banking This research paper investigates the relationship of two aspects, bank's corporate reputation and the personality congruence between the bank and consumer, on consumer's choice of bank. Three local banks, specifically DBS, OCBC and UOB, are used for the purpose of this study. This paper further delineates the important reputational attributes consumers look for in banks and the dominant corporate characteristics attached to each bank. Through the primary data of 150 respondents in Singapore, it was determined that both bank's corporate reputation and personality congruence between the bank and the consumer have positive influences on consumer's choice of bank. It was also discovered that DBS ranked No. 1 in terms of reputation albeit it did not achieve the highest score for any of the top three attributes of reputation that bank consumers most valued for. This paper serves as an eye-opener for our local banks as it highlights the gaps between the expectations and perceptions of Singapore’s consumers. At the same time, this paper suggests where each bank stands as compared to their rivals. With an increasing competition amongst banks, these findings are useful to banks in their efforts to achieve higher competitive advantage and customer satisfaction. BUSINESS 2010-03-22T08:39:38Z 2010-03-22T08:39:38Z 2010 2010 Final Year Project (FYP) http://hdl.handle.net/10356/21202 en Nanyang Technological University 72 p. application/pdf
institution Nanyang Technological University
building NTU Library
continent Asia
country Singapore
Singapore
content_provider NTU Library
collection DR-NTU
language English
topic DRNTU::Business::Finance::Banking
spellingShingle DRNTU::Business::Finance::Banking
Chang, Carina Yee Yin.
Tran, Mai Anh.
Yong, Vanessa Yu Zhen.
Impact of corporate reputation and personality congruence on consumers' choice of bank.
description This research paper investigates the relationship of two aspects, bank's corporate reputation and the personality congruence between the bank and consumer, on consumer's choice of bank. Three local banks, specifically DBS, OCBC and UOB, are used for the purpose of this study. This paper further delineates the important reputational attributes consumers look for in banks and the dominant corporate characteristics attached to each bank. Through the primary data of 150 respondents in Singapore, it was determined that both bank's corporate reputation and personality congruence between the bank and the consumer have positive influences on consumer's choice of bank. It was also discovered that DBS ranked No. 1 in terms of reputation albeit it did not achieve the highest score for any of the top three attributes of reputation that bank consumers most valued for. This paper serves as an eye-opener for our local banks as it highlights the gaps between the expectations and perceptions of Singapore’s consumers. At the same time, this paper suggests where each bank stands as compared to their rivals. With an increasing competition amongst banks, these findings are useful to banks in their efforts to achieve higher competitive advantage and customer satisfaction.
author2 Yang Mei Ling
author_facet Yang Mei Ling
Chang, Carina Yee Yin.
Tran, Mai Anh.
Yong, Vanessa Yu Zhen.
format Final Year Project
author Chang, Carina Yee Yin.
Tran, Mai Anh.
Yong, Vanessa Yu Zhen.
author_sort Chang, Carina Yee Yin.
title Impact of corporate reputation and personality congruence on consumers' choice of bank.
title_short Impact of corporate reputation and personality congruence on consumers' choice of bank.
title_full Impact of corporate reputation and personality congruence on consumers' choice of bank.
title_fullStr Impact of corporate reputation and personality congruence on consumers' choice of bank.
title_full_unstemmed Impact of corporate reputation and personality congruence on consumers' choice of bank.
title_sort impact of corporate reputation and personality congruence on consumers' choice of bank.
publishDate 2010
url http://hdl.handle.net/10356/21202
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