Factors affecting individuals' bank choice

Abstract

In this paper, it is aimed to identify the factors affecting individuals' bank choices when they buy bank services. In the study, a survey form containing the close-ended question as a data collecting means has been used. The used data have been obtained by talking face to face to the individuals utilizing banking services. The obtained data have been explained by using statistical packaged software and evaluating at the significance level of 95 %. When analyzing data, the frequency distribution has been overviewed to summarize the sample characteristics with numerical presentation and to arrange data, and the average and standard deviation of the scale has been overviewed to identify attitudes of the individuals utilizing bank services for the level of significance placed on the opinions of the customers' choices. In consequence of statistical evaluation of data; it has been found out that the factors such as making customized applications in the bank services and providing installment by the customer have high level of impact amongst the factors having impact on preference of the customer. A hypothesis has been established to determine whether such factors having impact on customers' bank choice differ according to the demographical characteristics of them. The hypothesis has been tested by applying Mann-Whitney U ve Kruskal-Wallis H statistical tests. As a result, the statistically significant differences have been identified between the demographical characteristics of the individuals attending this study and the factors having impact on individuals' bank choices. © EuroJournals Publishing, Inc. 2011.