A Model to Identify Factors Influencing Customers' Bank Selection Decision: Case Study of Fereshtegan Credit and Financial Institute (with the Former Name of Arman)

Abstract

The main goal of each organization is to create a strong relationship between its products and the customers. The extract and result of this relationship will be customers' loyalty and commitment toward (to) organization products. Such a commitment will be create during a process which involves (includes) 3 steps: 1.customer familiarity with product, 2.getting knowledge about that product, and 3.prefer that product to others. In case of this process success (successfulness), customer loyalty, the success of the organization and the rivals and competitors disappointment will be ensured. The aim of this article is to present a model to identify the factors influencing the customers of Fereshtegan financial institute for selecting their bank. For this purpose, this research is done by asking questions and with descriptive-survey method. The population of this study is consist of the customers who have at least 10 million rials facilities in one of the Fereshtegan financial institute branches or have opened an account with at least 10 million rials deposit in one of these branches. The data analysis is done in two levels of descriptive and inferential statistics, and by use of SPSS software, t-student test and Friedman test for prioritizing the effective factors. The results reveal that there is a positive significant relationship between the factors (such as bank employees' behavior, the cost of bank services, special services offered by bank, and the reliability of the bank or bank goodwill) and selecting the bank by customers of Fereseshtegan financial institute. Also the results show that theses factors can affect customers' bank selection decision. According to Friedman test, prioritizing the effective factors by the customers of Fereshtegan financial institute are not the same. According to the factors rating average, we can conclude that the bank employees' behavior factor has the most utility and also has the highest priority and the bank reliability factor has the lowest priority.

DOI: 10.5901/mjss.2016.v7n3s3p177