This study focused on the reasons retail clients select a bank for the first time in five geographical\r\nlocations in central South Africa. The most important bank selection criteria were found to relate to the\r\nperceived image, reputation, and service quality of the bank. In particular, service quality was found to\r\nbe important for all the market segments identified. Relatively speaking, pricing factors were deemed\r\nunimportant for the respondents, which are explained by the majority of respondents being elderly. The\r\nstudy is unique in that it is the first of its kind conducted in South Africa and paves the way for further\r\nstudies focusing on why South African clients choose a bank, particularly from a demographic point of\r\nview.
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