Determinants of Customer Preference towards Commercial Bank Service"
Year: 2025
Type: article
Abstract: This study was aimed to find out the determinants of customer preference towards commercial bank service with special reference to commercial banks service in East Arsi zone, Assela city. To achieve this objective the study used both primary and secondary data. Primary data were collected from 262 respondents of randomly selected bank customers and secondary data from pertinent document. The collected data were analyzed with the help of SPSS version 20. Correlation and multiple regressions were used to investigate the relationship between the dependent and independent variables. In doing so, the researcher employed both descriptive and explanatory research design with qualitative and quantitative research approach. Since the contribution of each of the factors for the overall customer preference and the ranking of the attributes in terms of their importance as perceived by the respondents were done by using likert scale. The data collected through questionnaires were evaluated by descriptive analysis methods using means and standard deviations. Moreover, the regression results indicated that factors like service dimension factor, convenience factor, bank image and reputation factor, and financial factors has significant effect on customer bank preference decision. Technological factor has lower magnitude effect on bank preference decision of customers. However, Social factor, promotional factors and involuntary factors had no effect on customer bank preference decision.
DOI: 10.20372/nadre:19230
Author: Kedir, Adem Kabite
Language: English
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W7083807472
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