A Comparison of High versus Low Involvement Bank Customers

Empirical research related to the use of involvement as a segmentation variable for service customers is sparse, despite its potential managerial utility. The present study utilized a survey methodology to examine service involvement as well as selected perceptions and demographics of bank customers. Multiple discriminant analysis found high involvement customers to hold more favorable perceptions of bank attributes than low involvement customers. High involvement customers also tended to be older and have less education. Research related to the construct of involvement holds the potential for increasing our understanding of consumer behavior within the service sector as well as offering insights to service marketers.