Selection criteria in the South African retail banking sector

Abstract

This study focused on the reasons retail clients select a bank for the first time in five geographical locations in central South Africa. The most important bank selection criteria were found to relate to the perceived image, reputation, and service quality of the bank. In particular, service quality was found to be important for all the market segments identified. Relatively speaking, pricing factors were deemed unimportant for the respondents, which are explained by the majority of respondents being elderly. The study is unique in that it is the first of its kind conducted in South Africa and paves the way for further studies focusing on why South African clients choose a bank, particularly from a demographic point of view.