| Автор | Tootelian, Dennis H. |
| Автор | Gaedeke, Ralph M. |
| Дата выпуска | 1996 |
| dc.description | ABSTRACTCollege students have long been recognized as a significant market for products and professional services. Their sheer number alone, estimated to reach 15.7 million by the year 2000, makes them a viable market for many companies.However, there are many other attractions from a marketing perspective to targeting college students. They are relatively easy to locate, concentrated in reasonably well defined geographic areas, and accessible through campus newspapers and bulletin boards. And, because they are at the beginning of their careers, firms which establish business relationships with them have long-term opportunities to maintain those links.This study examined selected banking attributes of college students, including factors affecting patronage decisions, perceptions as to the quality of services available, and sources students use to obtain information about financial services. Surveys were conducted at a large west coast university among a diverse set of students.Results of the study found that a sizable percent of students maintain substantial balances in their checking and savings accounts. Additionally, economic factors, such as monthly charges and interest rates on deposits, weigh heavily on decisions concerning banking patronage.The study also found that large, state-wide banking institutions appear to have the advantage in attracting the college student market. And, while bank patronage loyalties appear to be reasonably strong, a sizable percentage of students use more than one institution. Finally, the most useful source of information for reaching the college market appears to be direct mail. |
| Формат | application.pdf |
| Издатель | Taylor & Francis Group |
| Копирайт | Copyright Taylor and Francis Group, LLC |
| Название | Targeting the College Market for Banking Services |
| Тип | research-article |
| DOI | 10.1300/J090v14n02_11 |
| Print ISSN | 0748-4623 |
| Журнал | Journal of Professional Services Marketing |
| Том | 14 |
| Первая страница | 161 |
| Последняя страница | 172 |
| Аффилиация | Tootelian, Dennis H.; School of Business Administration, California State University |
| Аффилиация | Gaedeke, Ralph M.; School of Business Administration, California State University |
| Выпуск | 2 |
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