The aim of this study is
twofold: first, to investigate bank selection criteria among undergraduate
students in the University of Ghana, and second, to relate this study with
previous findings on the same phenomenon. Extant studies have adopted mainly
quantitative approach. In order to bridge this gap and contribute to existing
knowledge, qualitatively inspired research design was adopted, thus
facilitating in-depth understanding of the determinants of bank selection.
Findings show that convenience, bank staff-customer relations and banking
services/financial benefits are the first three most important determining
factors. Furthermore, happiness, joyfulness, cheerfulness and delight are
feelings derived after a banking service; whiles sadness, anger and deceit are
avoided.Studies on the bank
selection criteria employed by undergraduates are scanty inWest
Africa, and this study makes a contribution in that direction.
Future studies will continue from this one.
Cite this paper
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