CONSUMERS’ BANK SELECTION DECISION IN SELECTED CITIES IN ETHIOPIA

Abstract

The main purpose of the study was identify the main banking service attributes (criteria) that influence consumers’ bank selection decision and to test the mean difference inbank selection criteria between genders, cities, income levels and educational status was the main objective of the study. The data have been collected by using structured questionnaire. The consumers' gave their value to the importance of 47 listed bank service attributes to their bank selection by using five point likert-type scales. 310 samples were proportionally selected from two cities: Addis Ababa andAdama, by using a non-probability convenience sampling technique. The Descriptive statistic, mean score and, Mann-Whitney &Kruskal-Wallis test used to analyze rank of selection variables and to test significance of mean score difference between groups. In addition correlation analysis was performed to examine the relationship between bank selection criteria and bank selection decision. The study found out that "service provision", "branch location" “financial performance” and "secure feeling" are the top four important bank selection criteria to consumers' bank selection decision and the importance of "peoples influence" and "Marketing Promotion" are found the least important bank selection criteria. The study further revealed that “service provision, “Branch location”, “Financial Performance” and “Secure Feeling” had a strong positive correlation with bank section decision while “Marketing promotion”, “Attractiveness” and “People Influences” had a weak positive correlation with bank selection decision.