Consumer Perception of Commercial Banks in a Newly Industrialized Country

Abstract

In recent years, there has been an increased competi- tion and introduction of advanced technology into the banking sector all around the world. This situation has forced banks of all sizes to apply marketing concepts and techniques. In particular, assessment and understanding of bank customers' needs and wants have become very important marketing strategy tools. With this in mind, the ur pose of Ulis empirical study is to determine the importance o f se- - lected patronage factors used by Hong Kong commercial bank cus- tomers in choosing domestic versus foreign banks. Although Hong Kong bank customers use domestic banks more often, they perceive the usefulness of a select number of services in a similar manner for both domestic and foreign-banks available in Hong Kong.