Share of wallet in Australian retail banking: implications for practice and research

Chris Baumann, Greg Elliott, Suzan Burton

Research output: Chapter in Book/Report/Conference proceedingConference proceeding contributionpeer-review


Previous research has investigated the determinants and consequences of customer loyalty, but in banking, a critical but often neglected measure is the customer’s ‘share of wallet’ (SOW). Since some customers are more active in either investments or loans, the study, based on a survey of 1,924 retail banking customers, models SOW separately in terms of deposits and debts/loans. The results suggest that approximately 25% of the variance in share of wallet can be predicted, in particular by demographic factors such as age, income and a customer’s location. The typical client with growth potential for deposits is found to be male, aged 35-65, has a high income and a university degree, and lives in a city area. In contrast, factors such as satisfaction, attitude and service quality were not significant predictors of SOW. Implications for bankers and researchers are discussed.
Original languageEnglish
Title of host publicationANZMAC 2004
Subtitle of host publicationproceedings : marketing accountabilities and responsibilities
Place of PublicationWellington, New Zealand
Number of pages6
ISBN (Print)0475222151
Publication statusPublished - 2004
EventAustralian and New Zealand Marketing Academy Conference (2004) - Wellington, New Zealand
Duration: 29 Nov 20041 Dec 2004


ConferenceAustralian and New Zealand Marketing Academy Conference (2004)
CityWellington, New Zealand


  • share of wallet
  • customer loyalty
  • retail banking


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