The actual analysis took place at the last two months of 2007 using the interviewing
approach. The sampling population were the customers of major financial
organizations in Thessaloniki for a three weeks time interval. We collected 549 valid
questionnaires (with a response level of 31 percent which is considered acceptable,
Yu and Cooper, 1983). In Table II demographic characteristics of the respondents
are tabulated. There was an even distribution between the two genders and among the
four age groups. SPSS was employed for the data analysis and exploratory factor
analysis (EFA) revealed the key dimensions of customer requirements.