Determinants of Customers Bank Selection Decision a Case Study of Selected Commercial Banks in Wolidia Town
Year: 2024
Type: article
Abstract: This study was conducted to assess determinants of customers’ bank selection decision in the case of selected commercial banks in Woldia Town. The study employed descriptive research design and the data were collected via questionnaire. Through these the research examines the relationship between personal factor, technological factor, image/reputation factor, speed and service quality factor, and convenience factor with customers' bank selection decision. It follows a positivist approach in which the determinants of bank selection are assumed to be known specifically a study is a quantitative survey research approach in which customers’ response in the form of structured questionnaire is mandatory for the analysis and it generalizes the result from responses which was collected from sampled customers in three commercial banks. A descriptive research was used to gain an insight into consumer’s perceived service quality offered by CBE with respect to five dimensions of SERVQUAL scale. To gather data for the study, the researcher employed questionnaire survey. In this study the researcher has selected 248 sample respondents out of the unknown population of customers in the selected three banks. A summary of findings on customer profile along seven variables: Gender, age, level of education, level of income and saving (average monthly income and saving of the respondent), the reason for using monthly income is that salaried employees are contracted on the basis of monthly salary payment. This study aimed at identify the determining factors that customer consider important when selecting a bank, how these criteria are prioritized according to their importance and examine the relationship between customer bank selection decision each variables. The banker who wants to be successful must become more and more oriented to understanding customers" behavior in the financial marketplace.
DOI: 10.20372/nadre:9273
Author: FIKIR AYALEW
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W6944554879
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