Factors that Influence a Customer's Choice of a Bank: A Case Study

Of late, across the world, many financial institutions are emerging which give customers a wide variety of choice of products and services. Based on this scenario the scholars desire to locate the factors that influence the customers to select a specific Bank in general more so in Gaborone, the capital city of Botswana. The study adopted qualitative and quantitative research methods. To be more specific a survey method was used through the distribution of questionnaires that included close-ended and open-ended questions. A cross sectional study was used to compare gender differences in terms of the importance of choice criteria when selecting a bank. The scholars identified that “efficient and prompt service, innovative products and services, low reasonable service charges, pleasant banking atmosphere and friendly manners of staff are the most factors that customers consider when they select a bank”. The findings are applicable not only in Botswana but also elsewhere.