Bank Selection Decision On Multiple Bank User

This paper presents an empirical study of selection criteria employed by multiple bank users.rnThe study chose to sample a specific consumer segment in Addis Ababa, namely businessrnperson and employees. The purpose of this study is to examine the significance of bankrnselection criteria on multiple bank users and how customers rank the factors based on theirrnimportance level to patronize multiple banks and banking services. Both quantitative andrnqualitative methodology, incorporating 193 respondents is employed in the analysis. A non-rnprobability convenience sampling was used due to the unavailability of sampling frame ofrnbank customers’ or infinite population and data was factor analyzed to reduce the number ofrntotal variables in to manageable way. Findings show that Branch location and Availability ofrnATM are influential and significantly more important in prompting choice of multiple banks.rnThis finding indicates that bank customers’ place great emphasis on the attribute of savingrntime and many customers place great emphasis on their banks offering locationalrnconvenience. Proximity and Service provision are also significantly more important inrnprompting multiple banks. Therefore; such factors should be considered seriously by therncommercial banks in designing their marketing strategies by expanding their branchesrnand ATM availability with convenient location and providing good customers services torncustomers. Banks also have to work on the above areas to understand the needs of the clientrnand have to implement strategies to satisfy the needs in order to retain their existing clientsrnand attract new clients. It is interesting to know that influential marketing campaign isrnsignificantly less that customers did not choose the second or above banks depending onrninfluential marketing campaign rather they select based on other criteria. The implications ofrnthe findings were discussed and opportunities for future research were provided.rnKeywords: Multiple banks selection criteria, multiple bank users, banking services, businessrnperson and employees

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