Intention, Attitude and Social Influence in Bank Selection : A Study in an Oriental Culture

Traditional bank selection criteria considered important by many bankers may be less important factors in the oriental culture. A mail questionnaire survey in Singapore with a sample of 87 subjects reveals that social factors are a stronger influence than other variables, probably due to the fact th...

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Main Authors: TAN, Chin Tiong, Chua, C. Y. Y.
Format: text
Language:English
Published: Institutional Knowledge at Singapore Management University 1986
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Online Access:https://ink.library.smu.edu.sg/lkcsb_research/213
https://doi.org/10.1108/eb010783
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Institution: Singapore Management University
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spelling sg-smu-ink.lkcsb_research-12122010-09-23T06:24:04Z Intention, Attitude and Social Influence in Bank Selection : A Study in an Oriental Culture TAN, Chin Tiong Chua, C. Y. Y. Traditional bank selection criteria considered important by many bankers may be less important factors in the oriental culture. A mail questionnaire survey in Singapore with a sample of 87 subjects reveals that social factors are a stronger influence than other variables, probably due to the fact that social and other family ties are closer in oriental culture, and that consumers are more vulnerable to advice from friends, neighbours and family members. Friendly service is important when social factors are not taken into account. Location is not a dominant factor since Singapore is a small city and most banks are conveniently located. From these results bank marketers can develop advertising that stresses the family or friend concept. 1986-01-01T08:00:00Z text https://ink.library.smu.edu.sg/lkcsb_research/213 info:doi/10.1108/eb010783 https://doi.org/10.1108/eb010783 Research Collection Lee Kong Chian School Of Business eng Institutional Knowledge at Singapore Management University Business
institution Singapore Management University
building SMU Libraries
continent Asia
country Singapore
Singapore
content_provider SMU Libraries
collection InK@SMU
language English
topic Business
spellingShingle Business
TAN, Chin Tiong
Chua, C. Y. Y.
Intention, Attitude and Social Influence in Bank Selection : A Study in an Oriental Culture
description Traditional bank selection criteria considered important by many bankers may be less important factors in the oriental culture. A mail questionnaire survey in Singapore with a sample of 87 subjects reveals that social factors are a stronger influence than other variables, probably due to the fact that social and other family ties are closer in oriental culture, and that consumers are more vulnerable to advice from friends, neighbours and family members. Friendly service is important when social factors are not taken into account. Location is not a dominant factor since Singapore is a small city and most banks are conveniently located. From these results bank marketers can develop advertising that stresses the family or friend concept.
format text
author TAN, Chin Tiong
Chua, C. Y. Y.
author_facet TAN, Chin Tiong
Chua, C. Y. Y.
author_sort TAN, Chin Tiong
title Intention, Attitude and Social Influence in Bank Selection : A Study in an Oriental Culture
title_short Intention, Attitude and Social Influence in Bank Selection : A Study in an Oriental Culture
title_full Intention, Attitude and Social Influence in Bank Selection : A Study in an Oriental Culture
title_fullStr Intention, Attitude and Social Influence in Bank Selection : A Study in an Oriental Culture
title_full_unstemmed Intention, Attitude and Social Influence in Bank Selection : A Study in an Oriental Culture
title_sort intention, attitude and social influence in bank selection : a study in an oriental culture
publisher Institutional Knowledge at Singapore Management University
publishDate 1986
url https://ink.library.smu.edu.sg/lkcsb_research/213
https://doi.org/10.1108/eb010783
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