The key purpose of this paper is to examine the principal dimensions involved in store‐choice decisions and to discuss the trade‐off consumers make in their judgments between salient variables. The process of conjoint analysis is considered, in the first section of the paper, as a means to...

Proposes the use of integrated conjoint experiments to measure perceived service quality. It also demonstrates the process of modelling the hierarchical relations between operationally defined service attributes, strategically relevant service dimensions, and overall preference for banks or...