engleski

Exploring bank selection factors: a student perspective

The financial crisis has affected the redistribution of power in the banking system and has strengthened the battle between banks for clients. In such an environment, banks need to find new ways of overcoming the competition through bid differentiation and attracting more customers. The purpose of the paper is to explore the predominant bank selection factors among undergraduate population in post- transition country. Based on the survey conducted among student population three most important bank selection criteria have been identified. The empirical results based on survey conducted among student population and application of AHP methodology show that financial benefits, recommendations by parents and family members and location convenience are three predominant bank choice criteria among student population. Analysis shows that gender and status of bank client also have an impact on bank selection factors.

bank selection factors ; marketing strategy ; analytical hierarchy process ; undergraduate students

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