Factors Influencing Consumer’s Choice of a Bank: Empirical Investigation from Nawabshah, Sindh
Keywords:
Banking choice, consumer, factors affecting, purposive samplingAbstract
The objective of this study is to understand the factors that have an effect on consumer choice of bank. Primary data has been collected from 103 respondents using a closed-ended questionnaire based on a 5-point Likert scale using a purposive sampling technique. The results show that three factors “security” “service quality” and “brand image” are significant whereas “convenience” and “price and cost” were found to be insignificant. The banking sector in Nawabshah need to consider providing convenience and curtailing its cost for consumers.
https://doi.org/10.5281/zenodo.10256144
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