The Factors Which Influence International Students’ Choice of Bank in Glasgow Essay Example
Module Code: PM504
Class/Group: Group C
Module Title: Research Project
Assessment: Project report
Assignment Title: The factors which influence international students’ choice of bank in Glasgow
Term: Spring 2012
Tutor Name: Jenny Deane
Student ID Number: 2014124
Date of Submission: Wednesday, 4/4/2012
Word count: 4533
Abstract
It is important for banks to understand their potential customers’ demands if they desire to win the complex competition in the global market. So this study measures international students’ attitude towards banks services and identifies influence factors of international students’ bank selection. According to evaluate the importance of various factors, banks could realise favours of international students in Glasgow. Convenience sampling is adopted choosing participants. Data have been collected from interviews and questionnaires, and been analysed by the mean value method. It is found that convenience factors, such as adjacent ATM/branch to home/university, convenient/helpful staff, ease of account opening and larger ATM/branch network, are more important for international students compared with others. Reputation of banks also has been placed an significant role. With these findings, banks could improve their marketing strategies in order to enhance their shares on local and even global financial market.
Introduction
The UK has become one of the most popular countries for overseas students to fulfil their demand of further education. The amount of international students in British universities has increased gradually in the last decade. Thus, it is obvious that most of international students need a new account in local banks closing their universities. Besides, international students could be a potential source of valuable customers in the future no matter they will stay in the UK or go back to their motherlands after graduation. There are two reasons for banks in Britain to pay more attention on international students.
Class/Group: Group C
Module Title: Research Project
Assessment: Project report
Assignment Title: The factors which influence international students’ choice of bank in Glasgow
Term: Spring 2012
Tutor Name: Jenny Deane
Student ID Number: 2014124
Date of Submission: Wednesday, 4/4/2012
Word count: 4533
Abstract
It is important for banks to understand their potential customers’ demands if they desire to win the complex competition in the global market. So this study measures international students’ attitude towards banks services and identifies influence factors of international students’ bank selection. According to evaluate the importance of various factors, banks could realise favours of international students in Glasgow. Convenience sampling is adopted choosing participants. Data have been collected from interviews and questionnaires, and been analysed by the mean value method. It is found that convenience factors, such as adjacent ATM/branch to home/university, convenient/helpful staff, ease of account opening and larger ATM/branch network, are more important for international students compared with others. Reputation of banks also has been placed an significant role. With these findings, banks could improve their marketing strategies in order to enhance their shares on local and even global financial market.
Introduction
The UK has become one of the most popular countries for overseas students to fulfil their demand of further education. The amount of international students in British universities has increased gradually in the last decade. Thus, it is obvious that most of international students need a new account in local banks closing their universities. Besides, international students could be a potential source of valuable customers in the future no matter they will stay in the UK or go back to their motherlands after graduation. There are two reasons for banks in Britain to pay more attention on international students.