C/B/783. Dissertation. How do people in the UK choose which bank to patronise?

The dissertation seeks to identify the key consumer preferences influencing the choice of banks by bank consumers, and to rate different types of banks against these preferences. The paper presents a review of related theoretical literature and a description of the research methodology including questionnaires, interviews and sampling. The results of the primary and secondary research are discussed outlining the research limitations, timetable, resources and ethical considerations. Conclusions and recommendations are made on the basis of the research findings.