Abstract
Empirical research related to the use of involvement as a segmentation variable for service customers is sparse, despite its potential managerial utility. The present study utilized a survey methodology to examine service involvement as well as selected perceptions and demographics of bank customers. Multiple discriminant analysis found high involvement customers to hold more favorable perceptions of bank attributes than low involvement customers. High involvement customers also tended to be older and have less education. Research related to the construct of involvement holds the potential for increasing our understanding of consumer behavior within the service sector as well as offering insights to service marketers.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
