Title :
The Cluster Matrix of Bank Personal Financial Customers Based on Perceived Risk and Perceived Benefit
Author_Institution :
Dept. of Marketing, Tianjin Univ. of Finance & Econ., Tianjin, China
Abstract :
Basing on the special characteristics of financial products, this study develops the dimensions of perceived benefit and perceived risk and explores the impact of various dimensions to overall perceived benefit and overall perceived risk. Meanwhile, according to perceived benefit and perceived risk, financial customers can be divided into different groups. This study develops the cluster matrix of bank financial personal customers innovatively.
Keywords :
banking; consumer behaviour; financial data processing; bank personal financial customers; cluster matrix; financial personal customers; financial products; perceived benefit; perceived risk; Banking; Contracts; Fluctuations; Interviews; Investments; Portfolios; Psychology;
Conference_Titel :
Management and Service Science (MASS), 2011 International Conference on
Conference_Location :
Wuhan
Print_ISBN :
978-1-4244-6579-8
DOI :
10.1109/ICMSS.2011.5998844
