Bank Selection Criteria in a Customers’ Perspective

Abstract

Nowadays, with the emergence of the many financial institution, customers have variety choices of product and services and they are concerned towards the value of money. This study is to present the most important factor influencing customers in respect of selecting a bank by customer in Kelantan, Malaysia. In particular, it finds those criteria, which have become significantly important in motivating the choice. A quantitative methodology by using responses given by the respondents employed in the analysis. The finding shows that the Accessibility is a significant choice criterion, which includes ATM facility, convenient ATM locations, 24 hours availability of ATM services and speedy service. Other factors, which have also increased in importance, are the Reliability, Responsiveness, Value added service, Convenience and Assurance. Besides that, the five important criteria bank have ATM facility, convenient ATM locations, 24hours availability of ATM services, internet banking facility, and lastly the bank have a several branches Keywords