From Business Customers Perspective in Ethiopian Banking Sector (A Case of Addis Ababa City)
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Date
2023-06-20
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A.A.U
Abstract
The banking sector remains highly competitive. To win the markets, banks should focus more on
customer expectations. Exploring such information will help banks to identify the appropriate
marketing strategies that needed to attract new customers and retain existing ones. The main
objective of the study is to assess and determine those factors that influence business customers to
select commercial banks in Ethiopian with particular emphasis in Addis Ababa. Primary sources
of survey data were used that collected through self-administered questionnaires using a nonprobability
convenience sampling technique. The Sample size of the study was 400. The collected
data analyzed through SPSS version (24). The descriptive and inferential statistical tools such as
percentage, ANOVA, correlation and multiple linear regressions used to analyze collected data.
The result of regression analysis indicates that, Accessibility and Convenience examined in this
study had a significant and positive relationship with customers’ bank selection decision.
However, Technology factor result depicted that positive and insignificant relationship with
customers’ bank selection decision. On the other side, Third party influence factor and financial
factor had negatively significance relationship with customers’ bank selection decision. The
researcher recommends for Bank management to be aware that, Customers place more emphasis
on factors like Convenience and Accessibility. Therefore, such factors better to be considered
seriously by the commercial banks in designing their marketing strategies which helps them to
attract as well as retain the existing customers.