Youth based segmentation in the Malaysian retail banking sector: The relationship between values and personal e-banking service preferences
Author(s)
Rugimbana, Robert
Griffith University Author(s)
Year published
2007
Metadata
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Abstract: Purpose - The purpose of this research is to address the important question of how to attract and retain a fragmented and ecologically diverse youth segment in a rapidly changing retail banking sector such as Malaysia.Abstract: Purpose - The purpose of this research is to address the important question of how to attract and retain a fragmented and ecologically diverse youth segment in a rapidly changing retail banking sector such as Malaysia.
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Journal Title
International Journal of Bank Marketing
Volume
25
Issue
1
Subject
Business and Management
Marketing