Bank selection criteria — a student perspective

This paper reports an empirical study of student buyer behaviour in the context of banking services. While a large number of variables influence the choice of the student current account provider, eight factors are identified as key drivers of the purchase decision. Based on these factors, four discrete orientations are established which represent distinct customer segments requiring alternative marketing approaches. Students are not convinced about the concept of a financial supermarket, are generally more inclined to shop around for the best offer, conduct business with more than one institution and are not particularly loyal.