文章基本信息

标题：Attitudes of customers towards the financial institutions-A comparison between private commercial banks and nationalized commercial banks in Bangladesh with implications of Fishbein model
本地全文：下载
作者：SandipSarker ; TarunKanti Bose ; Arifuzzaman Khan 等
期刊名称：International Journal of Managing Value and Supply Chains
印刷版ISSN：2230-7966
电子版ISSN：0976-979X
出版年度：2012
卷号：3
期号：4
DOI：10.5121/ijmvsc.2012.340213
出版社：AIRCC
摘要：Attitudes are a crucial concept in studying consumer behavior. Attitudes are predisposed reactions to an object. The concept of Attitudes is particularly important to the service organizations because it affects consumer's selective processes, learning & ultimately the buying behavior. Measuring consumer's attitudes may help a service marketer to get a better picture on both present & potential markets. This paper has explored the factors that drive customers to form various attitudes towards different types of banks in Bangladesh and find out probable solutions from the marketers perspective. At first a pilot survey has been conducted to find out the important attribute in service in the banking industry. After that twenty important attributes have been selected to develop a structured questionnaire. The survey results assess the relationship between the variables. The results indicate that customer attitudes towards services provided by private commercial banks are more positive than towards nationalized commercial banks. In addition, the survey highlights the problems and probable solutions to help manage these problems.
关键词：Attitudes; Banking Industry; Customers; Consumer Behavior