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Please use this identifier to cite or link to this item: http://hdl.handle.net/123456789/3166

Authors: W/mariam, Goiteom
Advisors: Dr. Ulaganathan S.
Keywords: Bank Selection Criteria, Customers, Banks, Banking Service
Copyright: Jun-2011
Date Added: 5-Jun-2012
Abstract: To plan a suitable marketing strategy to keep existing customers and for attracting new customers, commercial banks need to identify the criteria on which customers determine their bank selection decision. Hence, the purpose of this study is to examine the significance of bank selection criteria and how customers rank the factors based on their importance level to patronize banks and banking services. It also intended to present an analysis of gender differences in the relative importance of choice criteria in respect of selecting a bank and to elicit the opinion of bank customers on any extra services needed to be offered by banks. Both quantitative and qualitative methodology, using responses given by 201 customers in Addis Ababa city from different occupation (students, employees and businessmen), is employed in the analysis. A non-probability convenience sampling was used and data was factor analyzed to reduce the number of total variables in to manageable way. Finding from this study reveal that the most two important bank selection criteria for customers are “convenience” and “service provision” for the entire customers while it is “bank’s image” as the second most important factor for male customers. On the other hand, the least two important factors of bank selection for customers are “financial benefits/ technology”, “reputation” and “promotion strategy” whereas “attractiveness” for female customers. Given this findings, it is recommended that hierarchical information integration may be a potentially useful method for bank managers to study complex decision making problems such as bank choice.
Description: A Thesis Submitted to the School of Graduate Studies of Addis Ababa University in Partial Fulfillment of the Requirements for the Degree of Master of Science in Accounting and Finance
URI: http://hdl.handle.net/123456789/3166
Appears in:Thesis - Accounting & Finance

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