CEBECİ, İpek Giresun Üniversitesi - Görele Uygulamali Bilimler Yüksekokulu - Bankacilik ve Finans Bölümü, Turkey , Çabuk, Zeynep Girişimci Müşteri İlişkileri Asistanı, Turkey

DETERMINING CONSUMER CHOICE CRITERIA IN BANK SELECTION: A RESEARCH IN GİRESUN

38371

The aim of the study is to determine the factors that affect consumers’ bank preferences. Data were collected by applying a survey method from the customers of public bank in Giresun Görele district. Factor analysis is applied to data. With the help of the exploratory factor analysis, 7 factor were identified and named as “Network of Branches and Alternative Channels”, “Staff Properties”, “Ease of Operations and Cost”, “Physical and Technical Structure of the Bank”, “Diversity of Products and Services”, “Reliability of Bank”, “Speed”. Cumulative percentage of variance of 69.4% and a total of 7 components (factors) having an eigenvalue 1. “Network of Branches and Alternative Channels” factor has provided the highest contribution to explaining the variance (25.1%). Cronbach’s alpha of the scale found as 0.814.

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Bank Selection Criteria , Exploratory Factor Analysis , Giresun

Journal Of Financial Researches an‎d Studies

66