Background: The current competitive banking environment in Ghana demands that banks
identify the factors key to their survival and work on these factors to ensure
they remain in business. This involves the banks knowing what influences customers to choose to do business
with one bank over the other. Objective: The study aimed at determining
the factors the influence Technical University student’s selection of banks. Methods: Data from a cross-sectional survey of 545 student respondents of Takoradi
Technical University was analysed using the statistical technique of factor
analysis. Results: Four factors were adduced to be influencing bank
selection amongst Takoradi Technical University students: namely, Robust
E-banking, Customer Experience, Access to
ATMs and Third Party Influence. Conclusion: While some of
the factors are universal in nature others present with subtle nuances
dependent on the milieu in which a bank finds itself, making it imperative that
banks study the market in which they are operating and implement strategies
deemed most suitable for attracting and retaining customers.
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