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| Author: | Mankila, M. |
| Title: | Retaining students in retail banking through price bundling: Evidence from the Swedish market |
| Journal: | European Journal of Operational Research
2004 : JUN, VOL. 155:2, p. 299-316 |
| Index terms: | Bank marketing Strategic planning Conjoint analysis Students |
| Language: | eng |
| Abstract: | This article investigates the issue of the customer retention of studnets in retail banking through a price bundling approach. Students' preferences concerning some basec retail banking services, type of price reduction, and choice of bank are examined by using conjoint and cluster analysis. The empirical evidence comes from the Swedish student market. |
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