“…Indeed, customers' decisions to choose a bank constitute a relevant factor for banking stability (Basel Committee on Banking Supervision, 2001). The way in which customers create a deposit relationship with banks has been investigated by previous literature (Fungáčová, Hasan, & Weill, 2019; Ibe‐Enwo, Igbudu, Garanti, & Popoola, 2019; Sedunov, 2020; Van der Cruijsen, de Haan, & Roerink, 2019), and in particular, scholars have focused on the demographic and socio‐economic characteristics of the depositors (Campbell, 2006; Sedunov, 2020). Even if some academics argued that financial services could be perceived as “all the same” (Anderson, Cox, & Fulcher, 1976; Devlin, 2002), previous literature reveals that customers base their choice of a particular provider of financial services primarily on the location convenience offered and on the experience of their own parents (Bayer, Gimpel, & Sarikaya, 2019; Martenson, 1985; Ta & Har, 2000).…”