A Cross-National Study of Retail Bank Selection in Industrialized, Newly Industrialized and Liberalized Developing Economies

In view of the well documented activities and interest in cross-national marketing studies (e.g., Singhapakdi et al, 1999; Kilbourne et al, 2004; Lee et al, 2005) and the fact that consumers’ buying behavior for financial services offerings and selection of retail banks has long intrigued the minds of marketing scholars and practitioners (see Tengel, 1995; Mathews, 1997; Babakus, Sevgin and Yavas, 2004), it is surprising to find that cross-national empirical studies aimed at providing insights into consumers’ selection of retail banks in the context of an industrialized (e.g., USA), a newly-industrialized (e.g., Taiwan) and a liberalized developing country (e.g., Ghana) has received meager attention.