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Determinant Attributes of Customer Choice of Banks, Supplying Mortgage Products

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Thesis(2.22 MB)

Date

2005

Authors

Supervisor

Collins, Brett

Item type

Thesis

Degree name

Master of Business

Journal Title

Journal ISSN

Volume Title

Publisher

Auckland University of Technology

Abstract

The following research study attempts to identify the determinant factors, affecting the customer choice among alternative suppliers of mortgage products. The other objective of the study is to evaluate the role of bank brand in the customer choice of mortgage provider. The Analytic Hierarchy Process is employed as the research methodology. Research results suggest that cost-related factors (interest rate, borrowing limit and application costs), and one service-related factor (speed of decision) are determinant for the choice among alternative mortgage providers. However, brand-related factors, such as bank reputation and recommendations, are not found to have a significant effect on the customer choice. The method of brand value calculation, developed in the study requires further research to explain the role of brand in customer decision-making.

Description

Keywords

Banks and banking, Customer services, Mortgage loans, Consumers, Attitudes, Brand value, Customer decision-making, Customer choice, Bank mortgages, Analytic Hierarchy Process, Business

Source

DOI

Publisher's version

Rights statement

Permanent link

https://hdl.handle.net/10292/156

Collections

Masters Theses