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- W2184385645 abstract "Globally banks are faced with keen competition for customers and as a result both banks and non-banks financial institutions are looking for all types of information on consumer behaviour and motivation pertinent to banking activities. This is because the drive to acquire information about customers is reflected in the growth of relationship banking that draws heavily on the experiences of relationship marketing. The current study analyses the factors that University students consider important in their choice of commercial banks. The study used primary data from a survey using self-administered questionnaire as the instrument. Both descriptive and multivariate statistical methods were used to analyse the data. It was found that the most important factors influencing student choice of a commercial bank are recommendation by parents and friends, availability of ATM facility, provision of efficient services, the ease with which an account can be opened and service charges. It is recommended that managers of commercial banks should develop tailor made products and services that would attract, maintain and sustain the interest of younger age group especially university students who constitute potential lucrative future market segment." @default.
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- W2184385645 date "2015-01-01" @default.
- W2184385645 modified "2023-09-23" @default.
- W2184385645 title "AN ANALYSIS OF CHOICE OF COMMERCIAL BANKS AMONG UNIVERSITY STUDENTS IN GHANA" @default.
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