Assessment Of Prevalence Determinants And Effects Of Mental Distress Among Alemaya University Students

To plan a suitable marketing strategy to keep existing customers and for attracting newrncustomers, commercial banks need to identify the criteria on which customers determine theirrnbank selection decision. Hence, the purpose of this study is to examine the significance ofrnbank selection criteria and how customers rank the factors based on their importance level tornpatronize banks and banking services. It also intended to present an analysis of genderrndifferences in the relative importance of choice criteria in respect of selecting a bank and tornelicit the opinion of bank customers on any extra services needed to be offered by banks. Bothrnquantitative and qualitative methodology, using responses given by 201 customers in AddisrnAbaba city from different occupation (students, employees and businessmen), is employed inrnthe analysis. A non-probability convenience sampling was used and data was factor analyzedrnto reduce the number of total variables in to manageable way.rnFinding from this study reveal that the most two important bank selection criteria forrncustomers are “convenience” and “service provision” for the entire customers while it isrn“bank’s image” as the second most important factor for male customers. On the other hand,rnthe least two important factors of bank selection for customers are “financial benefits/rntechnology”, “reputation” and “promotion strategy” whereas “attractiveness” for femalerncustomers. Given this findings, it is recommended that hierarchical information integrationrnmay be a potentially useful method for bank managers to study complex decision makingrnproblems such as bank choice.rnKeywords: Bank Selection Criteria, Customers, Banks, Banking Service

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