Assessing Factors That Predict Customer’s Choice of Bank in Ho Municipality, Ghana

Abstract

This study seeks to determine the factors predicting customers’ choice of bank in Ho, Ghana. A descriptive, cross-sectional survey was conducted among 350 randomly selected bank customers of Logistic regression analysis was used to identify the predictors of bank choice. Results show that six factors were significant in predicting customers’ choice of bank in Ho, Ghana. It is suggested that banks should take proper cognizance of these factors as a guide in designing their future strategies for competitive advantage. Also, management of banks should try to maintain customer convenience with their bank location strategically. Finally, the enhancement of security would give confidence to the customers to have a particular bank as a preference hence better secure feelings given from the banks to the customer. It would make customers be more inclined and comfortable to make transaction and choose their bank products and services because they feel it is protected and trusted.