African Journal of
Business Management

  • Abbreviation: Afr. J. Bus. Manage.
  • Language: English
  • ISSN: 1993-8233
  • DOI: 10.5897/AJBM
  • Start Year: 2007
  • Published Articles: 4071

Article in Press

Analysis of factors of bank selection by educated cohort people –A case study on Bangladeshi private commercial banks

Akim M. Rahman Akim

  •  Received: 15 October 2014
  •  Accepted: 17 July 2015
This study analyzes major factors of bank selection by educated young cohort people of Bangladesh to be bank customer. It is based on a survey of a mix of 300 university students and employees in diverse academic disciplines and background who are customers of private commercial bank(s) located in Dhaka City. The findings of the study reveal that the most important variables influencing choice are digital banking facilities, profit rate, service fees, customer services and overall bank environment. Findings further show that digital banking places first and bank environment places last when it comes selecting bank(s) for their banking needs. The mobile notifications of transactions and bKash services have dominated the digital facilities. The study bridges the existing gap in banking literature through identifying the important bank selection determining factors and concludes with some policy implications which are expected to have an impact on the marketing efforts of private commercial banks in Bangladesh.

Keywords: e-banking, It, Internet, ICT innovation, ATM.