The theory of planned behaviour and student banking in Australia. Issue 1 (25th July 2019)

• Record Type: Journal Article
• Authors: Tucker, Mark; Jubb, Christine; Yap, Chee Jin
• Is Part Of: International journal of bank marketing. Volume 38:Issue 1(2020)
• Page Start: 113
• Page End: 137
• Publication Date: 2019-07-25
• Subjects: Bank customer satisfaction -- Theory of planned behaviour -- Student banking intentions; Bank marketing -- Periodicals; Financial services industry -- Marketing -- Periodicals; 332.106888
• DOI: 10.1108/IJBM-11-2018-0324
• Languages: English
• ISSNs: 0265-2323

Abstract

Abstract : Purpose: The purpose of this paper is to investigate the extent to which the three constructs associated with the theory of planned behaviour (TPB) can explain student banking intentions and assist in understanding their bank satisfaction. Design/methodology/approach: This research issue was investigated using a mixed methods approach, incorporating both qualitative and quantitative methods. Convenience sampling was used. Factor analysis and logistic regression were used to ascertain the relevance of the TPB in explaining student banking intentions. Findings: Using factor analysis, perceived behavioural control was shown to be the key determinant in explaining student banking intentions. Using a logistic regression, the TPB was shown to have strong application in predicting customer satisfaction with all three of its constructs significant, but weaker application for predicting the likelihood of a bank switch, with subjective norms and attitude significant, and even less for the likelihood of recommending the bank to a friend, with only perceived behavioural control significant. Research limitations/implications: The use of an online survey which limits the pool of respondents to internet users, together with the sample size, limit the generalisability of findings. Practical implications: Banks can better target and understand the drivers that influence both student banking intentions and customer satisfaction. This knowledge will allow banks to better attract and retain student customers. Originality/value: Provides insight to and a better understanding of how the TPB can explain and predict student banking intentions. This study fills a gap in the literature by concentrating on student banking behaviour in Australia, a substantial segment of bank customers that has received little research.