Bank selection criteria: a study in Malaysia

Abstract

This paper focuses on the determinants of bank's selection criteria in Malaysia. The purpose of the study is to examine the significant factors of bank selection criteria such as people influence, communication technology, convenience, personnel, easy process and variety, service quality, and cost. This study also presents how customers rank the factors by their priorities and the demographic differences in bank selection criteria. The total of 187 respondents from Taman University (Skudai, Malaysia) was sampled. The findings reveal the first important factor in bank selection criteria is "service quality" followed by "convenient", "cost", "personnel", "easy process and variety of product", "communication technology", and lastly - "people influence". The findings also indicate that there are differences between the respondent's demographic background and bank selection criteria. These results are discussed in terms of their theoretical, practical and conceptual implications of the differences between gender, age, marital status, level of education, and occupation in their relation to bank selection.