A MODEL TO IDENTIFY FACTORS AFFECTING THE CHOICE OF BANK BY CUSTOMERS

The aim of the study is investigation factors affecting the choice of bank by customers. The present study is a descriptive one. Theoretical bases of the study were collected by reputable sites, books and related articles. The information and data for hypothesis testing were gathered by questionnaire. In this study, a researcher-made questionnaire was used for gathering data from statistical sample. Statistical society was all of different bank customer in Tehran. Sample size (384 persons) determination is based on the Cochran formula and for unlimited population. In the present study, Validity and reliability of the questionnaire was approved. Validity of the questionnaire was accepted by expert opinion of university and reliability of that was calculated by Cronbach's alpha and the value of that was 0.81. Before completing the questionnaire by the participants, basic description of the study and its objectives as well as additional details about the questions presented to them. Enough time to complete the questionnaire was provided to participants. Results showed that size of bank, availability of large branch network, reputation and history of bank are significant variables for customer to choosing a bank

Choice of Bank, Customer, Tehran City