A Study of Young Customers’ Preferences for Bank Selection in Pakistan

Abstract

This article focuses on the priorities and selection criteria employed by the young customers who are the consumers of today and prospective buyers in future. The students from the leading institution of Pakistan (University of Management and Technology (UMT)) based in Lahore, are selected for this study representing the young customers. A sample of three hundred respondents (66% male and 34% female) out of three thousand total populations was selected. The analysis of their responses relied on 23 factors (16 for general banking and 7 for Islamic banking) extracted from the relevant literature, interviews with banking experts, and college students. The findings reveal that major factors determining the priorities and selection criteria of a bank’s are: better services or speed of transaction, friendliness of staff, ATMs, locality convenience, reputation, and low services charges. In case of Islamic banking, the respondents show full confidence on its competitiveness. They also show strong desire to open accounts with Islamic banks and to make their contribution in its progress.