Marketing-Driven Factors Influencing Savers In The Hellenic Bank Market

Abstract

This paper studies the influencing factors on bank savings customers decisions regarding selection of a bank, in the Hellenic bank market. An empirical study was conducted on 811 bank customers in the greater Athens area. Results point to similar conclusions with prior studies conducted in the U.S. and Europe. Discussion of results also refer to different consumer perceptions of Greek public, private and foreign banks operating in Greece, as well as to the identification of reasons for switching a customers main bank.