Consumer perceptions of banking services: Factors for bank’s preference

Abstract

The paper examined consumer perceptions of banking services as a factor for bank’s preference among open and distance learning students. Survey research method was adopted. The population of study was the ODL students from which sample were selected using stratified random sampling technique. Questionnaire was administered on selected samples. The research instrument was validated through content validity while reliability was done through test-re-test method. Respondents’ perceptions of banking services were captured using the factor analysis technique to determine perceptions order of importance while T-Test determined its significance. The study revealed that the different perceptions of the customers were significant in influencing the choice of bank especially by the students. The paper concluded that the consumer perceptions of the banking services were essential requirements for understanding how well to delight banking customers. The study recommended that bank delivery services must be customer oriented and customer relationship focused.