Share of wallet in terms of deposits in retail banking

Chris Baumann, Suzan Burton, Greg Elliott

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


A critical measure largely neglected in previous bank loyalty studies is the customer's "share of wallet" (SOW). This study, based on 1,951 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, income and gender. Affective attitude and confidence in judgement of the financial services market were also found to be significant predictors of SOW. On the other hand, overall satisfaction and the five SERVQUAL dimensions, that are generally strong predictors of behavioural intentions, were not significantly associated with SOW in the multivariate analysis of this study. Implications for bankers and researchers are discussed.
Original languageEnglish
Title of host publicationAcademy of Marketing conference 2006
Subtitle of host publicationmarketing excellence
PublisherMiddlesex University Business School
Number of pages12
Publication statusPublished - 2006
EventAcademy of Marketing Conference (2006) - London
Duration: 4 Jul 20066 Jul 2006


ConferenceAcademy of Marketing Conference (2006)


  • share of wallet
  • customer loyalty
  • retail banking
  • deposits
  • savings
  • investments


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