Predicting actual consumer behaviour in retail banking

Chris Baumann, Suzan Burton, Greg Elliott

Research output: Contribution to journalConference paper


A critical measure largely neglected in previous loyalty studies is the customer's 'share of wallet' (SOW). This study, based on 1,924 retail banking customers, suggests that about 25-65% of the variance in customer loyalty in terms of actual behaviour can be predicted, in particular by demographic factors such as age, income and a customer's residential location. In recognition of the fact that banks generate different profits from savings/investment products and loans, the study develops separate models predicting SOW in terms of deposits, debts/loans; and percentages of accounts, loans and credit cards nsed from a customer's main bank. While satisfaction and attitude are strong predictors of behavioural intentions, they were, together with service quality, found not to be significantly associated with SOW.
Original languageEnglish
Pages (from-to)299-301
Number of pages3
JournalProceedings of the Thirty-Fourth Annual Meeting of the Western Decision Sciences Institute (WDSI)
Publication statusPublished - 2005
EventAnnual Meeting of the Western Decision Sciences Institute (34th : 2005) - Vancouver, Canada
Duration: 22 Mar 200526 Mar 2005


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