Bank Patronage Decision: A Canadian Study

Erdener Kaynak, Ugur Yavas

Research output: Chapter in Book/Report/Conference proceedingChapter


There is some evidence that all over the world both the academicians and the managers of financial institutions are expressing interest in marketing as a legitimate banking activity. There are a number of factors which account for this global interest. One of the most significant is that over the past decade the demand of consumers and businesses for banking services has literally exploded. As consumers’ income increased and businesses grew, so did their demand for the variety of services offered by financial institutions.

Original languageEnglish (US)
Title of host publicationDevelopments in Marketing Science
Subtitle of host publicationProceedings of the Academy of Marketing Science
PublisherSpringer Nature
Number of pages1
StatePublished - 2015

Publication series

NameDevelopments in Marketing Science: Proceedings of the Academy of Marketing Science
ISSN (Print)2363-6165
ISSN (Electronic)2363-6173

All Science Journal Classification (ASJC) codes

  • Marketing
  • Strategy and Management


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