期刊名称：International Journal of Computer Science and Network Security
印刷版ISSN：1738-7906
出版年度：2019
卷号：19
期号：11
页码：223-227
出版社：International Journal of Computer Science and Network Security
摘要：Banking sector is termed as one of the developing sectors in Pakistan as it provides very important and valuable services to customers. Due to its importance customers are very sensitive regarding selecting any particular commercial bank. Customers have choice of selecting different commercial banks and customers focus on different factors in selecting a commercial bank. This particular study has catered this important area and has tried to identify different factors that influence a customer to select a particular commercial bank in Sukkur and Khairpur districts. Data was collected from 300 respondents chosen by convenient sampling method and Factor Analysis technique was used to analyze the data. Findings suggest that customers of Sukkur and Khairpur districts consider six factors for selecting a commercial bank namely Services (SER), Proximity (PRO), Attractiveness (ATT), Recommendations (REC), Marketing (MAR) and Price (PRI). This study will help banks to realize the important factors affecting commercial banks and will focus on those to create attraction for customers and retention after creating the customers.
