Factors Influencing the Choice of Commercial Banks
Factors Influencing the Choice of Commercial Banks by University Students in South Africa
Cleopas Chigamba, Olawale Fatoki
University students represent an attractive segment of customers for retail banks in many countries including South Africa. The objective of this study was to investigate the determinants of the choice of commercial banks by university students. University of Fort Hare (Alice campus) was the study area. Data was collected through self-administered questionnaire. Convenience sampling method was used. For data collection, forty questions were identified through a review of the literature. Principal component analysis reduced the forty questions to six factors namely, service, proximity, attractiveness, recommendations, marketing and price. Data was analysed using descriptive statistics, T-test and ANOVA. The Cronbach’s alpha was used to test the reliability of the scales. The results showed that the six factors are important factors are important determinants of the choice of commercial banks. Recommendations included marketing strategies by commercial bank management focused on different market segments including university students.
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