Factors Affecting Jordanian Customers’ Bank Selection and Customer Satisfaction

This study aims to identify and rate some factors that affect Jordanian customers’ when selecting a bank to patronize, in addition to the effect of these factors on customer satisfaction. Moreover, it aims to reveal and compare differences in the effect of these factors among different demographic characteristic and between Islamic and conventional bank users. A questionnaire distributed through the internet and social media was used to gather data, using a sample of 320 respondents, 8 factors were identified using factor analysis and the data was subject to several analyses used to reach results including; T-tests, ANOVA, frequency tables, and descriptive tables. The major findings of the study revealed that the location of the bank, convenience, reputation, responsiveness, and financial services affect Jordanian customers’ bank selection with location being perceived as most important. Furthermore, it was apparent that differences exist in the effect of factors on Jordanian customers between different genders, income levels, marital status, number of children, age, and between Islamic and conventional bank users.