Bank selection criteria employed by college students in Bahrain: an empirical analysis

Bank selection criteria employed by college students in Bahrain: an empirical analysis To plan an appropriate marketing strategy for attracting new customers, commercial banks need to identify the criteria on which potential customers determine their bank selection decision. The study focuses on examining the bank selection criteria being employed by college students in Bahrain. A total of 1,000 students aged 19-24 (45 per cent male and 55 per cent female) of the University of Bahrain served as a sample for the study. Our examination relied on 30 selection factors extracted from relevant literature, personal experience and interviews with some bank officials and college students. Findings reveal that the chief factors determining college students' bank selection are: bank's reputation, availability of parking space near the bank, friendliness of bank personnel, and availability and location of automated teller machines (ATM). Findings suggest that it may be necessary to deal with male and female students as distinctive segments with different priorities in their bank selection process. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Bank Marketing Emerald Publishing

Bank selection criteria employed by college students in Bahrain: an empirical analysis

International Journal of Bank Marketing, Volume 19 (3): 11 – Jun 1, 2001

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Publisher
Emerald Publishing
Copyright
Copyright © 2001 MCB UP Ltd. All rights reserved.
ISSN
0265-2323
DOI
10.1108/02652320110388540
Publisher site
See Article on Publisher Site

Abstract

To plan an appropriate marketing strategy for attracting new customers, commercial banks need to identify the criteria on which potential customers determine their bank selection decision. The study focuses on examining the bank selection criteria being employed by college students in Bahrain. A total of 1,000 students aged 19-24 (45 per cent male and 55 per cent female) of the University of Bahrain served as a sample for the study. Our examination relied on 30 selection factors extracted from relevant literature, personal experience and interviews with some bank officials and college students. Findings reveal that the chief factors determining college students' bank selection are: bank's reputation, availability of parking space near the bank, friendliness of bank personnel, and availability and location of automated teller machines (ATM). Findings suggest that it may be necessary to deal with male and female students as distinctive segments with different priorities in their bank selection process.

Journal

International Journal of Bank MarketingEmerald Publishing

Published: Jun 1, 2001

Keywords: Banks; Market intelligence; Marketing strategy; Students; Bahrain

References

  • Bahrain Focus
  • Customer preferences for financial services: an analysis
    Boyd, W.; Leonard, M.; White, C.
  • Bank patronage factors of Muslim and non‐Muslim customers
    Haron, S.; Ahmed, N.; Planisek, S.
  • Retail banking in Nordic countries: the case of Finland
    Holstius, K.; Kaynak, E.
  • Banking behavior of Islamic bank customers: perspectives and implications
    Metawa, S.; Almossawi, M.

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