Predicting consumer behaviour in retail banking

Chris Baumann, Suzan Burton, Gregory Elliott

Research output: Contribution to journalArticle


A critical measure largely neglected in previous loyalty studies is the customer's share of wallet (SOW), or the percentage of their business that they assign to one bank. Since banks generate different profits from savings, investment products and loans, this study, based on 1,951 retail banking customers, develops separate models predicting SOW for deposits, debts and loans; and percentages of accounts and credit cards used from a customer's main bank. The results suggest that about 25 to 65 percent of the variance in SOW can be predicted by demographic factors such as age, income and a customer's residential location. While overall satisfaction and affective attitude have generally been found to be strong predictors of behavioral intentions in the marketing literature, they were, together with service quality, not found to be unique predictors of SOW in this study.
Original languageEnglish
Pages (from-to)79-96
Number of pages18
JournalJournal of business and management
Issue number1
Publication statusPublished - 2007


  • banking
  • consumer behaviour

Fingerprint Dive into the research topics of 'Predicting consumer behaviour in retail banking'. Together they form a unique fingerprint.

Cite this