Sadaf Mubeen

Factors Influencing the Bank Selection Decision of Students: an Investigation of Business Graduates Sadaf Mubeen

This study identified the factors that are considered important by students while selecting their bank for opening an account. For this cross-sectional study sample size was 500; collected from the students studying in different private and public sector business schools in Lahore through questionnaire. Data was analyzed using SPSS 17.0. After data analysis, it was found that from the ten factors under study, four factors including Marketing campaign of the bank, People influence, Personnel and Attractiveness of the bank building and interior have significant affect on the student?s bank selection decision. This study contributes to the existing limited knowledge about the bank selection decision of the students in Pakistan. This study is of immense important for the bank?s marketing startegy in Pakistan as most banks are trying to tap the students market who are considered to be the future executives and important customers for banks.