PRIVATE BANKING CONSUMER PERCEPTION AND THE INFLUENCE OF AN ACQUISITION

The aim of this paper is to present the methods and methodology used to gather empirical data about private banking consumer perception and the influence of acquisition on this perception. This is a very important topic in today’s economy as the numbers of mergers and acquisition increases due to the ongoing globalization. At the first stage of the research process, a systematic literature review of qualitative and quantitative literature on private banking consumer perception was conducted. Determinants of client consumer perceptions based on the literature were elicited. These determinants were transferred to the model of determinants of perceived service quality developed by Parasuraman, Zeithaml & Berry (1985). Limitations of this model in terms of private banking consumer perceptions are discussed. Further, the research paper highlights the reasonable assumption that acquisition might have an impact on the private banking consumer perceptions. The gathered data has been used to create a hypothesized model of private banking consumer perception which will be validated by empirical research.