Determinant attributes of customer choice of banks, supplying mortgage products : thesis : submitted to Auckland University of Technology in partial fulfillment of the degree of Master of Business, 2005 / Mikhail Kotykhov ; supervisor: Brett Collins.
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 Proces...
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| Format: | Ethesis |
| Language: | English |
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| Online Access: | Click here to access this resource online |
| Summary: | 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. Author supplied keywords: Banks and banking; Customer services; Mortgage loans; Consumers; Attitudes; Brand value; Customer decision-making; Customer choice; Bank mortgages; Analytic Hierarchy Process; Business. |
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| Physical Description: | 1 online resource Also held in print (140 leaves ; 30 cm) in off-campus storage, box 103 (T 332.17530993 KOT) |
| Bibliography: | Includes bibliographical references. |