Anteneh, Salehu (PhD)Tekletsadik, Dawit2018-10-292023-11-042018-10-292023-11-042013-10http://etd.aau.edu.et/handle/123456789/13321Commercial banks need to identify the criteria on which potential customers determine their bank selection decision in order to plan an appropriate marketing strategy for keeping present customers and attracting new ones. Consequently, the identification of factors deemed important to potential bank customers is a crucial step towards winning the battle. Therefore this study is particularly intended to examine basic motivational factors of customer’s bank selection criteria of private commercial banks in Addis Ababa 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 demographic nature of the customer 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. In this study the researcher used both quantitative as well as qualitative analysis. The Data required for this study collected from two sources; these are primary and secondary sources. The primary data is collected through structured questionnaires. The secondary data are from any published as well as unpublished sources. The sampling method used to select customers was a systematic random sampling. The sample size of the study was 120 customers. The data collected through questionnaire were analyzed by using SPSS and apply a factor analysis identify the major factors affecting customers bank selection criteria. In addition an independent T test and one way ANOVA is used to test if there is a selection factor difference exists between the demographic natures of the customers. The findings revealed that the chief factors determining customers’ bank selection are: “Convenience” “Reliability” and “Service provision” for the entire customers. On the reverse, the least three important factors of bank selection for customers are “Product Assortment” “Reputation” and “Recommendation from family and friends”. In addition this study also revealed that there is a significant difference between the demographic characteristic of respondents and their bank selection process. Keywords: Bank Selection Criteria, Customers, Banks, Banking ServiceenBank Selection CriteriaCustomersBanksBanking ServiceThesis