1 Marketing 2 Bank Marketing 3 Consumer Behavior
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1. Modelo para segmentação por benefícios de consumidores bancários pessoas físicas: uma aplicação em São Paulo SP / Model of segmentation of individual banking consumers using customer desired benefits: a study in São Paulo SP
This study develops and tests a model of segmentation of individual banking consumers using customer desired benefits. For that purpose, it first investigates the determinant attributes used by individuals when choosing a commercial bank to open a new current account, from an extensive review of literature on the subject. The identification of the determinan
Publicado em: 2005