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

Abstract

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.