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Consumers do not select their main bank in a particularly conscious fashion; results of a survey of 558 Swedish bank customers and 53 bank branch managers indicated that for a third of respondents the choice was random. However, bank location, availability of loans, and payment of salary through a certain bank are reasons for choice, as is the influence of parents' choices. Choice is most probably a result of a match between bank image and consumer interests.
Rita Mårtenson (Fri,) studied this question.