AN EMPIRICAL ANALYSIS OF THE DETERMINANTS OF BANK SELECTION IN PAKISTAN A Customer View

This study analyzes the major determinants of a bank selection by acustomer in the banking industry of Pakistan. It is based on a survey of 358customers of private, privatized and nationalized banks located in the city ofLahore (Pakistan). The findings of the study reveal that the most importantvariables influencing customer choice are customer services, convenience, onlinebanking facilities and overall bank environment. The study aims to bridge theexisting gap in local banking literature through identifying the important bankselection determinants and concludes with some policy implications which areexpected to have an impact on the marketing efforts of Pakistani banks.