Modelling value based banking and customers' banking choices in the era of Marketing 3.0: an empirical study with logistic ordinal regression approach Online publication date: Wed, 28-Jul-2021
by Garima Srivastav; Arun Mittal
Global Business and Economics Review (GBER), Vol. 25, No. 1, 2021
Abstract: Marketers keep on evolving ways and means to attract as well as retain the customers. During the last few decades, the marketing practices have been changed rapidly. The consumers now wish to be associated with those organisations and brands, which are ethical and follow high standards of integrity. Such aspects have been incorporated in the concept of Marketing 3.0, which is based on value-based matrix (VBM). The present study empirically predicts the construct of VBM in the banking industry context. The sample size of the study is 283. The logistics ordinal regression was applied with 27 items to identify the predictive constructs of value-based banking. 'Selection of bank based on value system' was the dependent variable and the independent variables contained 25 statements covering value-based banking along with 2 covariates 'age' and 'education'. It was found that 'value-based banking' and 'education' have significant impact on the dependent variable.
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.Complimentary Subscribers, Editors or Members of the Editorial Board of the Global Business and Economics Review (GBER):
Login with your Inderscience username and password:
Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.
If you still need assistance, please email subs@inderscience.com
Our Blog 
Follow us on Twitter 
Visit us on Facebook