Relative importance of neuromarketing in support of banking service users

Abstract

Neuromarketing is one of the newer tools that banks are increasingly using in their marketing in order to fight for a larger number of their clients. Responses provided by 99 entrepreneurs in the Summer of 2020 regarding the role of neuromarketing in banking are collected in the research study. In our study, the homogeneity of variances is examined, ANOVA and post hoc analyses applied to see any differences among respondents across age groups, gender, education, and firm size. However, there is no evidence that the perception significantly varies across these categories, although respondents are comparatively more positive than negative when discussing neuromarketing.

Keywords

• neuromarketing
• customer behavioural intentions
• retail banking services
• perceived service usefulness
• consumer marketing