Customer preferences in banking institutions: an application of multidimensional scaling

Sérgio Dominique Ferreira, Francisco Castelo Branco, Bruno Miguel Sousa

Abstract


Objetivos: O principal objetivo do presente trabalho é analisar a estrutura das preferências dos clientes de instituições bancárias.

Metodologia: A recolha dos dados consistiu num enfoque quantitativo, baseado numa amostra de 209 indivíduos, cumprindo o critério de serem clientes de pelo menos uma instituição bancária. Para a análise dos dados, utilizou-se a técnica multivariada de Multidimensional Scaling.

Resultados: Os resultados obtidos indicam a existência de 3 clusters. Concretamente, um cluster que atribui especial interesse ao preço/custo e ética das instituições bancárias; um segundo cluster que outorga maior importância à imagem e ambiente de uma instituição bancária; e, finalmente, um cluster que dá maior relevo à qualidade dos serviços prestados, competência dos funcionários e do atendimento.

Implicações práticas: As entidades bancárias devem prestar especial atenção às suas políticas de responsabilidade social e corporativa, imagem de marca e qualidade dos serviços prestados de modo a aumentar conferir maior confiança nos seus produtos financeiros.

Originalidade: Esta é a primeira vez que são analisados os atributos presentemente considerados no sector bancário português com Multidimensional Scaling.

 

Palavras-chave: Marketing bancário, Preferências dos consumidores, Segmentação de mercado, Multidimensional Scaling, Análise Cluster.

 

 

[ENG]

Title: "Banking customer preferences: an application of multidimensional scaling"

Abstract

Purpose: The main objective of the present paper is to analyze the structure of banking customer preferences.

Methodology: Data collection consisted of a quantitative approach based on a sample of 209 individuals fulfilling the criteria of being clients of at least one banking institution. For data analysis, the multivariate Multidimensional Scaling technique was used.

Results: The obtained results indicate the existence of 3 clusters. Specifically, a cluster that attaches special interest to the price / cost and ethics of banking institutions; a second cluster that gives greater importance to the image and environment of a banking institution; and finally, a cluster that emphasizes the quality of the services provided, the competence of the employees and the attendance.

Implications: Bankers should pay particular attention to their corporate and social responsibility policies, brand image and quality of service in order to increase their confidence in their financial products.

Originality: This is the first time that the attributes currently considered in the Portuguese banking sector with Multidimensional Scaling are analyzed.

 

Keywords: Banking Marketing, Consumer Preferences, Market Segmentation, Multidimensional Scaling, Cluster Analysis.


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