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A Study of Bank Selecting about College Students

Author: ZhangMeng
Tutor: QiaoJun
School: Nanjing University of Finance and Economics
Course: Business management
Keywords: Bank selecting college students G&C model
CLC: F832.3
Type: Master's thesis
Year: 2011
Downloads: 113
Quote: 0
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Abstract

China’s banking industry enjoyed a rapid growth in the last five years. China will further encourage the reforms of our bank system after China’s entries into the WTO and , as a result, has fully opened its banking industry to foreign investment . Meanwhile, China has basically formed a nationwide banking system which is consist of national bank, regional Banks and local Banks. Since the situation of financial monopoly is broken, the competition between Chinese banks and foreign banks as well as the competition within the state-owned banks and regional banks and local banks has been more and more fiercely. All the major banks pay more and more attentions to the retail business, and view individual customers as the key resources to gain the competitive advantage. It is necessary to study the influence factors of the bank choice behavior in Chinese undergraduate market which is the most potential market segment of personal consumers.In consideration of the fact that most Chinese colleges only have one cooperative bank within the campus, the author focus on the choice behavior of banks off-campus. The author has a literature review of both undergraduates and general customers’bank choice behavior. The author chose G&C framework as the theoretical basis of undergraduate bank choice behavior after thinking and analyze of the college students bank choice behaviors’influence factors. But he made some revise of the G&C framework according to the results of expert interview, some Chinese similar researches and the characteristics of undergraduates.In order to validate the rationality of the variables, the author designed questionnaires and did a small scale range of research whose result matched the intended targets. Then the author operated a large scale range of survey and checked the internal consistency by using the SPSS17.0. The conclusion almost agreed with the previous index system of undergraduate bank choice behavior.The main conclusion of this article is: the influence factors of Chinese undergraduates bank choice behavior are as followed: "appearance", "bank services", "interpersonal influence", "marketing promotion", "convenience", "ATM service", "electronic banking" and "security", among which "ATM service", "convenience" and "services" are what Chinese college students value while choosing a bank. Students of different genders have obviously different attitudes toward the variables. A single-bank /multi-bank inclination also affect the judgment of the importance of the variables. Having known that undergraduates are not fully homogeneous consumer groups banks should pay attention to their inherent differences and meet the needs of different characteristics of college students by selecting and establishing appropriate marketing strategies, and finally achieve the ultimate goal of continuous development of the bank.

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CLC: > Economic > Fiscal, monetary > Finance, banking > China's financial,banking > Financial organizations, banks
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