DETERMINING CONSUMER CHOICE CRITERIA IN BANK SELECTION: A RESEARCH IN BURSA

Services industry is a fast developing industry in Turkey that consists of many industries one of which is banking. Recently, consumer behaviour concept has gained importance in banking industry. The development of information technologies and the increased wants of bank consumers have caused to more severe competition in banking industry. That’s why, banks started to be consumer-oriented and to adopt modern marketing. Banks should examine their consumers’ buying behaviour, profiles and the factors that are effective in consumers’ bank choice. According to analysis results, banks should decide on the marketing strategies which they can use. This paper covers the research of a subject which was not handled sufficiently especially in the domestic literature. In this study, the aim is therefore to determine the most important factors which are affecting in bank choice decision of consumers and to extract useful information for the banks’ marketing strategies.