A non-probabilistic procedure was used to select respondents
to the survey. Respondents were customers of banking services
over 18 years of age who lived in Cantabria (medium-sized
region in the north of Spain). With the purpose of
guaranteeing a more accurate representation of the data, a
multi-stage sampling by quotas was used to select respondents
to the survey based on the customers’ gender and age (Pérez
et al., 2013b). The global sample was also segmented
according to the main banking services provider of customers.
The savings bank sample was 46.8 per cent male and 53.2 per
cent female, which was comparable to the population in
Cantabria and Spain (with 49 per cent male and 51 per cent
female). Regarding age, customers in this sample were 46.6
per cent under 44 years, 31.5 per cent between 45 and 64
years and 22 per cent over 64 years (45.1, 32.7 and 22.2 per
cent in Cantabria and Spain). Commercial bank customers
were 51.3 per cent male and 48.7 per cent female. Regarding
age, customers in this sample were 46.5 per cent under 44
years, 33.2 per cent between 45 and 64 years and 20.3 per cent
over 64 years.
Measurement scales
We used seven-point Likert-type scales to measure all the