Adult Singles: An Untapped Market

John J. Burnett

8 citations0/0 files storedInternational Journal of Bank Marketing

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Customer churn and segmentation Customer Service Quality and Loyalty Banking Sector Performance and Management

Abstract

While bank management has become aware of the need to identify and assess potential market segments carefully, single persons remain a segment overlooked. This study addresses the need to view singles as heterogeneous in composition and behaviour. Three categories of singles (divorced, widowed, never married) and a sample of married individuals were compared in respect to a number of bank‐related variables. The findings support the need to distinguish between the types of singleness. Theoretical and pragmatic implications are discussed.

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References

1976Single-Parent Fatherhood: An Emerging Family Life Style 1978The Lifestyles and Life Chances of the Never-Married 1985Single and Multiple Person Household Shoppers: A Focus on Grocery Store Selection Criteria and Grocery Shopping Attitudes and Behavior

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