Customers Bank Selection Criteria: Customers Bank Selection Criteria in the Case of Selected Private Commercial Banks

Commercial banks need to identify the criteria on which potential customers determine their bank selection decision in order to plan an appropriate marketing strategy for keeping present customers and attracting new ones. Consequently, the identification of factors deemed important to potential bank customers are a crucial step towards winning the battle. Therefore this study is particularly intended to examine basic motivational factors of customer’s bank selection criteria of private commercial banks in Addis Ababa and how customers rank the factors based on their importance level to patronize banks and banking services. It also intended to present an analysis of demographic nature of the customer in the relative importance of choice criteria in respect of selecting a bank and to elicit the opinion of bank customers on any extra services needed to be offered by banks.