Journal of Management Information and Decision Sciences (Print ISSN: 1524-7252; Online ISSN: 1532-5806)


Determinants of customers??? choice and continuing patronage of commercial banks: evidence from Nigeria

Author(s): Omodero, C. O., & Eriabie, S.

This study examines the determinants of customers’ choice and continuing patronage of commercial banks in Nigeria. Due to frequent collapse of banks experienced in Nigeria especially in the late 1990s and early 2000, and the prevailing financial insecurity and other economic challenges in the country, customers are forced to consider many factors before choosing a bank for their banking transactions. Based on this background, this seeks to highlight the primary reasons why customers switch from bank to bank. This study uses a survey research method which allows bank customers to identify the reason for their choice of commercial banks in Nigeria. Based on this evaluation, the findings of this study reveal that attractive bank building is the least among the factors that influence customers' choice of commercial banks in Nigeria. Instead, bank reputation and image over the years, simplicity of opening an account, reduced bank charges, variety of products/services and ease of obtaining loan facility are the primary determinants of customers' choice of banks and continuing patronage. Thus, this study concludes that efficient bank services, financial stability and security encourage customers’ loyalty and continual support.

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