Thesis (Ph.D.) - Cairo University - Faculty of Commerce - Department of Business Administration

Purpose {u2013} The purpose of this study is to identify and analyse the relationship between Customers' Lifestyle and Customer's Choice Behaviour for choosing a bank in Egypt and how it affects the industry. Research Methodology {u2013} to test the hypotheses, A survey of 200 Egyptian banks' customers was conducted. A set of lifestyle attributes was rated by the respondents on a five-point scale. Attributes for lifestyle measured were activities, interest and opinions. Customer behaviour for choosing a bank attributes were search attributes, credence attributes and experience attributes. This in the existence of the moderate variable brand personality that includes the following attributes sincerity, excitement and competences. Findings {u2013} lifestyle segmentation is crucial for banks to create new products and acquire new customers. Lifestyle is associated with bank choice decision making, and brand personality of the bank can strengthen this relation. A dramatic change of the demographics of the Egyptian society happened and can affect many industries not only banks. Age, educational level, independence of the customers, and their social consciousness are main segmentation elements to be considered

Issued also as CD