The aim of this study is to analyze the literature of factors affecting customers' preferences in selecting banks and determining variables as well as determining the effect size of influencing variables on customer preferences in selecting banks. Banks are required to More
The aim of this study is to analyze the literature of factors affecting customers' preferences in selecting banks and determining variables as well as determining the effect size of influencing variables on customer preferences in selecting banks. Banks are required to know the behavior and needs of consumers in order to retain customers and gain more market share, and given that numerous studies have been conducted in this regard, and since in these studies the ability to control the research environment, examples and Methods, measuring tools are different from one research to another, the results of research are different and sometimes conflicting, so it is very important to conduct combined research that brings the extract of research in this field in a systematic and scientific way to researchers. A total of 15 studies were selected and examined with CMA2 software. The results indicate that the following factors have contributed to the preferences of customers in choosing banks: 1. Financial facilities 2. Bank confidence 3. Method of dealing with employees 4. Providing banking services 5. Physical and spatial conditions 6. New and advanced technology 7 -Reputation and validity of bank 8- Security and information preservation 9.The cost of providing services 10 - Quick access to the Bank 11. Marketing.
Manuscript profile
