Factors Affecting the Intention to Use Ethnic Branded Banks: Empirical Evidence from Private Banking Sectors in Addis Ababa, Ethiopia
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Date
2021-06
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A.A.U
Abstract
The study seeks to examine and describe the effects of factors on intention to use ethnic branded banks by their customers . To achieve the objective if this study , both primary and secondary data sources were used. In this study, factors like location, accessibility, service offered ,bank personnel, global impression, and brand attitude was treated as possible variable that affect intention to use ethnic branded banks . Besides these variables further expressed by twenty three items. Descriptive as well as inferential statistics were used to analyze the data and interpret results. The findings indicate that all of the variables particularly location, accessibility, service offered ,bank personnel, global impression, and brand attitude have a positive and significant effects on customers intention to use ethnic branded banks. But moist customers do not have an intention to use ethnic branded banks given the availability of other banks. Thus, it is important for both banks having ethnic branded and other brands to consider those factors that affects customers intention to use in order to increase their customers and performance , having an ethnic brand doesn’t have an effect on customers intention to use.
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Keywords
Intention to use, brand Attitude, Location, Accessibility, Global Impression , Bank Service , Bank Personnel