Bangladesh Bank Training Academy Journal

Abstract

This study evaluates major factors of bank selection by educated young cohort people of Bangladesh to be bank customers. It is based on survey outcome of a mixed of 300 students & employees in diverse academic disciplines & background who are customers of private commercial bank(s) located in Dhaka City. The fi ndings of the study reveal that the most important variables infl uencing customers’ choices are digital banking facilities, profi t rate and the third is the location of branches. Study fi ndings further show that digital banking places fi rst and bank environment places last when it comes choosing bank(s) for banking services. Mobile notifi cations of banking transactions and bKash services have dominated all digital facilities used by banks. The study bridges the existing gap in banking literature through identifying the important bank selection determining factors. It then concludes with some policy implications which are expected to have an impact on marketing efforts of prirvate commercial banks (PCBs) in Bangladesh.