Conference: Σύγχρονη επιχείρηση και παγκόσμιο οικονομικό περιβάλλον. Νέες προκλήσεις μετά την κρίση. 4ο Διεθνές επιστημονικό συνέδριο. Οκτώβριος, 13-14, 2011
Physical Description: pp. 309-323
ISBN: 978-960-86583-7-0
Abstract: Commercial Banks need to determine the factors that customers base their decision to receive loans from them. This is appropriate for developing successful marketing strategies. A general population sample of Greek citizens was chosen to examine this aspect. We present the results of a sample survey on 277 citizens. Our instrument was validated through confirmatory factor analysis, which presented good fit. Binary logistic regression showed that significant predictors of taking loans were Personal Marital Status, Customer service, shop design (number of ATM MACHINES, bank branches and personnel education) and Interest Rates whose odds ratios were all significantly above 1. These results have important implication for bank managers who should focus giving loans to single individuals as well as change their interest rates policy by decreasing the rates for all kinds of loans, especially housing loans. Through this they will achieve creating a more sensitive image to calls for a more balanced and fair social policy pursued by the banks.