Measuring Consumer Behavior in Banking: Scale Development and Validation
The purpose of this paper is to construct a valid and reliable scale measuring consumer behavior with respect to banking industry. The study has highlighted that consumer behavior in banking industry can be measured by four factors banking services, consumer trust, employee behavior and the online services. These four factors have been measured using 26 items. The scale developed has shown high reliability, discriminant validity and has remained consistent across different samples. The findings have revealed that banking services is the most important determinant of consumer behavior followed by consumer trust, employee behavior and online services.