Original Research

'n Bedryfsielkundige ondersoek na die verbruikerbeeld van handelsbanke in Suid-Afrika

H. I. J. Spoeltra
SA Journal of Industrial Psychology | : Perspectives on Industrial Psychology| a279 | DOI: https://doi.org/10.4102/sajip.v0i0.279 | © 1976 H. I. J. Spoeltra | This work is licensed under CC Attribution 4.0
Submitted: 27 November 1976 | Published: 27 November 1976

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H. I. J. Spoeltra, Universiteit van Suid-Afrika, South Africa

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Abstract

In this investigation the hypothesis is tested that every commercial bank has a unique and differentiated consumer image. A factor analytical study is performed to develop a semantic differential by means of which consumer image scales can be established. The results indicate that commercial banks can be evaluated in terms of 14 dimensions. The hypothesis is thus confirmed and a method is developed which can be applied to a variety of research objectives.

Opsomming
In hierdie ondersoek word die hipotese gestel dat elke handelsbank oor 'n unieke en gedifferensieerde verbruikerbeeld beskik. Deur middel van 'n faktoranalitiese ondersoek word 'n semantiese differensiaal ontwikkel ten einde verbruikerbeeldskale op verskillende faktore daar te stel vir die verkryging van 'n spektrum van verbruikerevaluasies van elke bank. Uit die resultate word vasgestel dat handelsbanke in terme van 14 dimensies evalueer word. Die hipotese wat in die toekoms ten opsigte van talle navorsingsoogmerke aangewend kan word.


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