A review of factors affecting individual customers’ bank selection decision

Abstract

The purpose of this paper is to review 30 articles of bank selection criteria published in the period 1986-2015 from
the international and domestic journals. By a synthetic method and comparing with their findings together, this
paper shows that for ATM, EB or IB services, the customers are perhaps more interested in proficiency, perceived
safety and perceived risk factors while for deposit and current account, financial benefit- cost, staffs, convenience
and recommendations are the strongly influence factors on the bank selection decision. With regards to the bank
selection in general, the customers basically mention to service quality provided as well as price and confidence.
The findings help the bank managers to design appropriate marketing policies in the context of Vietnam’s economy
in the international integration process