Factors influencing commercial bank selection choices by customers in Bhutan - an analysis using analytic hierarchy process

Madan Gurung

International Journal of Multicriteria Decision Making, 2023, vol. 9, issue 3, 231-249

Abstract: This research paper presents the most recent findings to provide a validated instrument for assessing bank customers' selection decisions in Bhutan. The study's goal was to identify and examine the main factor which was influencing the customers' choice of commercial banks in Bhutan. A convenience sampling method was used, and data were collected using a well-structured questionnaire from a sample of 150 bank customers in Thimphu. The findings revealed that one of the most important factors of customers' bank selection decisions was service delivery, followed by convenience. Bank of Bhutan Limited was ranked first with the highest global priority weight and Druk Punjab National Bank Limited was ranked last with the lowest global priority weight when determining consumers' preference of bank based on each criterion evaluated in this study.

Keywords: bank selection; customers; commercial banks; analytic hierarchy process; AHP; Bhutan. (search for similar items in EconPapers)
Date: 2023
References: Add references at CitEc
Citations:

Downloads: (external link)
http://www.inderscience.com/link.php?id=134122 (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ids:ijmcdm:v:9:y:2023:i:3:p:231-249

Access Statistics for this article

More articles in International Journal of Multicriteria Decision Making from Inderscience Enterprises Ltd
Bibliographic data for series maintained by Sarah Parker ().