Factors Influencing Customers’ Bank Selection Decision

Ing. Teymur Akhundov

Master's thesis

Abstract:

This research of the Final Thesis investigates the determinants of bank selection criteria and their linkage to the common satisfaction level of the banks in Azerbaijan. It is based on 2 surveys of 162 and 352 respondents respectively of different private and state owned commercial banks. The study is motivated to investigate the current situation, find critical points and main related factors, inform bank executives and appropriate staff about real tendencies during the crisis and pandemic period. 13 main different factors for bank selection and 16 (23) factors for credit cards usage were selected for better and proper analysis. The findings of the study reveal that speed and quality of service, proven and strong shareholders, innovativeness and variety of services (credit cards), ATM network and accessibility, respect and friendliness staff, brand name at the market, and low interest rate on loans are the most important influencing factors for customers during the bank selection decision, while the other factors received the less rating, however, this does not mean that they are not important at all. The demographic and other parameters were also investigated during research. The study could be used by banks and as the starting point for the next similar studies in the country. The findings of the second survey reveal that Risk and Security group has significant impact to the usage of credit cards while the other parameters don’t have such evidence.

Abstract:

This research of the Final Thesis investigates the determinants of bank selection criteria and their linkage to the common satisfaction level of the banks in Azerbaijan. It is based on 2 surveys of 162 and 352 respondents respectively of different private and state owned commercial banks. The study is motivated to investigate the current situation, find critical points and main related factors, inform bank executives and appropriate staff about real tendencies during the crisis and pandemic period. 13 main different factors for bank selection and 16 (23) factors for credit cards usage were selected for better and proper analysis. The findings of the study reveal that speed and quality of service, proven and strong shareholders, innovativeness and variety of services (credit cards), ATM network and accessibility, respect and friendliness staff, brand name at the market, and low interest rate on loans are the most important influencing factors for customers during the bank selection decision, while the other factors received the less rating, however, this does not mean that they are not important at all. The demographic and other parameters were also investigated during research. The study could be used by banks and as the starting point for the next similar studies in the country. The findings of the second survey reveal that Risk and Security group has significant impact to the usage of credit cards while the other parameters don’t have such evidence.

Keywords

Azerbaijan, banks, selection, usage, importance, customer’s decision, credit cards

Language used: English

Date on which the thesis was submitted / produced: 30. 4. 2021

Thesis defence

• Date of defence: 16. 6. 2021
• Supervisor: MSc Mirela Moldoveanu
• Reader: Mgr. Jitka Cirklová, M.A.

University of Finance and Administration

Master programme / field:
Marketing Communication / Marketing Communication