Yong Yu Xuan
Yong Yu Xuan
Faculty of Business, Raffles University
Johor Bahru, Malaysia.yuxuan9941@gmail.com
Abstract
The purpose of this study is to investigate the factor influencing the choice of bank and banking services in Johor Bahru, Malaysia. Those factors that discussed in this study are convenient location of bank, recommendation by friends and relative, bank’s reputation, provision of digital banking service, safety of funds, availability of functional and secured ATMs and employee-customer relationship. The decision hierarchy for bank selection which developed by Ta & Har in 2000 is used as references for theorical framework in this study. This study will estimate 115 responses from bank users in Johor Bahru and convenience sampling method will be used to gather initial data and understanding about the topics. The testing of pilot study and collected data analysis will be carried out using PSPP software. The finding reveals that two dimensions which are recommendation by friends and relatives and safety of funds positively impact the banks and banking services selection whereas, the other five dimensions which are convenient location of banks, bank reputation, provision of digital banking services, availability of functional and secured ATMs and employee-customer relationship do not have significant positive impact. As a result, it is suggested for banking institution in Malaysia to concern and perform appropriated improvement to enhance those component as well as banks and banking services selection.
Keyword: Convenient Location of Banks, Recommendation of Friends and Relatives, Bank Reputation, Provision of Digital Banking Services, Safety of Funds, Available of functional and secured ATMs, Employee- customer Relationship and Decision Hierarchy for Bank Selection
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