Share of wallet in retail banking and its prediction

Chris Baumann, Suzan Burton, Greg Elliott

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


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 24% of the variance in customer loyalty in terms of actual behaviour can be predicted, in particular by demographic factors such as age, cultural background, income and gender. Switching costs were also found to be a key predictor in this business, where high exit barriers generate spurious loyalty. While overall satisfaction, affective attitude and the five SERVQUAL dimensions are generally strong predictors of behavioural intentions, they were not significantly associated with SOW in this study. Implications for bankers and researchers are discussed.
Original languageEnglish
Title of host publicationProceedings of the 48th annual meeting of the Academy of International Business - "From the silk road to global networks"
Place of PublicationEast Lansing, MI
PublisherAcademy of International Business
Number of pages1
Publication statusPublished - 2006
Event48th Annual Meeting of the Academy of International Business - Beijing, China
Duration: 23 Jun 200626 Jun 2006


Conference48th Annual Meeting of the Academy of International Business
CityBeijing, China


  • consumer behaviour
  • banks and banking


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