Students today, in the banking system, are the least loyal group. Students are also the most costly group due to the large investments, made by the banks, for them. Banks have generalized all students in one category and have adapted their offering regardless of students’ social statues. As the students banking needs are dependent on their position in their lifecycle, generalizing them in one group is not optimal.
The aim of this thesis is to investigate those factors which influence students’ choice of bank. Students are divided into two subcategories namely traditional students and non-traditional students. Non-traditional students are those who are married, cohabiting, having children, or studying part time. Students which do not fall into these four conditions are regarded as traditional students. The difference in banking needs of these two subcategories of students is also investigated.
A model, based on the secondary data, was built and subsequently tested on raw data resulting in a quantitative study. The primary data was collected through visitor surveys from students at Lund University. A total of 306 questionnaires were collected during three days whereas 280 of them were used as the basis of the results.
The results showed a significant difference between traditional and non-traditional students’ banking needs. The two sub-categories are influenced by different factors when choosing a bank. The results are graphically and numerically presented in graphs and tables respectively.
As opposed to previous studies on this field, treating all students as a homogenous group, this thesis have considered students’ social statue also into account. The results of this thesis can therefore be of benefit, for the banks, to understand the different banking needs among students.
|Date of Award||2011-Sep-02|
|Supervisor||Bengt Göransson (Supervisor) & Bengt Igelström (Examiner)|
- Degree of Bachelor of Science in Business and Economics
- 15 HE credits
Swedish Standard Keywords
- Business Administration (50202)