Determinant Factors of Consumers’ Bank Selection Decision in Sudan

Abstract

The purpose of this study is to identify the key determinant of the bank selection decision by Sudanese banks’ customers. The motivation for this paper is the lack of research that empirically studied bank selection criteria that influence customers' selection decisions on banking services in Sudan. Data were collected using self-administered questionnaires to a sample of 253 of Banks customers in Khartoum State. Their responses on the importance of 22 different selection criteria were rated and analyzed. Mean analysis and exploratory factor analysis is applied to rank the most important determinants of bank selection. The main results concluded that Corporal Efficiency is the most important determinant that has influenced the customer's selection decision. Other factors perceived to be important include bank marketing efforts, convenience and service delivery. Research on determinant factors of consumers’ bank selection decision is scarce in Sudan. This study contributes in that direction.

Keywords: selection criteria, banking industry, consumer behavior, Sudan

JEL Classification: G21, Z12