FACTORS AFFECTING CUSTOMERS’ BANK SELECTION: THE CASE OF BANK OF ABYSSINIA

Abstract

The main purpose of this study is to investigate the factors that influence customers’ bank selection among Bank of Abyssinia. The study specifically examined the effect of service charges, initial deposit requirement, interest charges, e-banking, ATM banking, number of branches, safety of funds, customer based service, and loan provision on customers’ bank selection. Using a convenience selection approach, a total of 367 out of 384 Bank of Abyssinia customers were used as a sample for this research. The study was descriptive and explanatory in nature, and survey research was employed to obtain data from participants. Mean, standard deviation, Pearson's product-moment correlation, and multiple linear regressions were used as statistical techniques. The findings revealed a positive correlation between service charges, initial deposit requirement, interest charges, e-banking, ATM banking, number of branches, safety of funds, customer based service, and loan provision and customers bank selection. Furthermore, the study concluded that service charges, interest charges, e-banking, safety of funds, customer based service, and loan provision are significant determinants of customers bank selection. The study also revealed that initial deposit requirement, ATM services, and number of branches have no statistically significant influence on customers’ bank selection. Finally, the study recommends that the bank should prioritize transparency and clarity in communicating service charges, offering competitive interest rates, and prioritizing robust and user-friendly e-banking platforms, alongside ensuring the safety of customer funds through regulatory compliance and strong security measures. Moreover, personalized account management services, clear loan terms and conditions, and responsive customer support are recommended to foster strong, long-term relationships with customers and instill trust in potential borrowers.