IJSTR

International Journal of Scientific & Technology Research

IJSTR@Facebook IJSTR@Twitter IJSTR@Linkedin
Home About Us Scope Editorial Board Blog/Latest News Contact Us
CALL FOR PAPERS
AUTHORS
DOWNLOADS
CONTACT
QR CODE
IJSTR-QR Code

IJSTR >> Volume 3- Issue 12, December 2014 Edition



International Journal of Scientific & Technology Research  
International Journal of Scientific & Technology Research

Website: http://www.ijstr.org

ISSN 2277-8616



Assessment Of Preference Decisive Factor Of Private Commercial Banks In Bangladesh: An Empirical Analysis On Young Generation

[Full Text]

 

AUTHOR(S)

Md. Mahfujur Rahman, Mohammad Abdullah Al Mamun

 

KEYWORDS

Keywords: Choice criteria, Commercial banks, Financial services, Marketing strategy, Selection process, Young generation, Bank management

 

ABSTRACT

Abstract: This is an empirical analysis which depicts the preference significance of private commercial banks to establish the importance of various criteria that attracts the young customers. In here, this study segregates the different criteria which are significantly more important in inspiring selection over time and those which have been considerably less important. For this study, sample size was 1200 consumers aged 18-30 years of different university students, young entrepreneurs & professionals in Bangladesh. Mean, Std. Deviation and ANOVA have been used for the detail analysis of the data set. The important features of determining their bank selection are: Availability of ATM in several locations, bank’s reputation, paying highest interest rates on savings accounts, friendliness of bank personnel, low services charges and confidence in bank management. Gender differences do not play the vital role for the selection attitudes of bank and bank services as well. In particular, findings advocate that male and female customers as distinctive segments with various precedence may be important for their bank selection process. Commercial banks should take the appropriate marketing strategy for attracting the new customers specially the young generation which will motivate them to select bank as their potential service provider.

 

REFERENCES

[1] Devlin, JF 2002 “Customer knowledge and choice criteria in retail banking”. Journal of Strategic Marketing, 10, 273–90.

[2] Almossawi, M 2001, “Bank selection criteria employed by college students in Bahrain: an empirical analysis”. International Journal of Bank Marketing 19(3), 115–25.

[3] Boyd, W., Leonard, M. and White, C 1994, Customer preferences for financial services: an analysis'', International Journal of Bank Marketing, Vol. 12 No. 1, pp. 9-15.

[4] Coyle, T 1999, ``The bank of tomorrow'', Americans Community Banker, Vol. 8 No. 7, pp. 16-18.

[5] Hegazi, I.A. 1995, ‘An empirical comparative study between Islamic and conventional banks' selection criteria in Egypt’, International Journal of Contemporary Management, Vol. 5 No. 3, pp. 46-61.

[6] Holstius, K. and Kaynak, E 1995, ‘Retail banking in Nordic countries: the case of Finland'', International Journal of Bank Marketing’, Vol. 13 No. 8, pp. 10-20.

[7] Kaynak, E. and Kucukemiroglu, O 1992, ‘Bank and Product Selection: Hong Kong, International Journal of Bank Marketing’, 10(1), 3-16.

[8] Tan, C.T. and Chua, C 1986 “Intention, attitude and social influence in bank selection: a study in an Oriental culture”. International Journal of Bank Marketing 4(3), 43–54.

[9] Gerrard, P. and Cunningham, J B 1997 “Islamic banking: a study in Singapore. International Journal of Bank Marketing” 15(6), 204–16.

[10] Yue, H. and Tom, G., 1995. How the Chinese Select their Banks, Journal of Retail Banking,14(4), Winter.

[11] Laroche, M., Rosenblatt, J.A. and Managing, T 1986, ``Services used and factors considered important in selecting a bank: an investigation across diverse demographic segments'', International Journal of Bank Marketing, Vol. 4 No. 1, pp 35-55.

[12] Metawa, S. and Almossawi, M. (1998), ‘Banking behavior of Islamic bank customers: perspectives and implications'', International Journal of Bank Marketing, Vol. 16 No. 7, pp. 299-313.

[13] Kazeh, K. and Decker, W 1993, ‘How customers choose banks’, Journal of Retail Banking, Vol. XIV No. 4, Winter, pp. 92-3.

[14] Holstius, K. and Kaynak, E. 1995, ``Retail banking in Nordic countries: the case of Finland'', International Journal of Bank Marketing, Vol. 13 No. 8, pp. 10-20.

[15] Mylonakis, J., Malliaris, P. and Siomkos, G. 1998, `Marketing-driven factors influencing savers in the hellenic bank market'', Journal of Applied Business Research, Vol. 14 No. 2, pp. 109-16.

[16] Thwaites, D. and Vere, L. 1995 “Bank selection criteria: a student’s perspective” Journal of Marketing Management 11, 133–49.