Bank Selection Criteria of Multiple Bank Users in Hong Kong

Abstract

Investigates multiple banking behaviour in Hong Kong (in the retail sector) by questionnaire survey. The survey includes analyses of the number of banks used by each person, the types of services used at each bank, and the factors that influence this type of consumer behaviour. Reports that multiple banking is widespread and is heavily influenced by such factors as risk reduction, convenience in terms of number of branches and automatic teller machines, the relative advantage of selected banks, prestige, need for credit and credit cards, and special circumstances. Statistically significant differences were found in the evaluation of the relative importance of these factors on multiple banking behaviour based on sex, age, marital status, income and education discriminators.