Factors Affecting Choice of Commercial Banks in Kosovo

Arbana Sahiti, Muhamet Aliu, A

Abstract

This research investigates the factors that influence customers choice of commercial banks in Kosovo and also the factors that influence their continued patronage. A survey research was carried out that involved interviews with bank customers and staffs to explore how customers choose their banks. The input from this group was used to develop the research questionnaire which was responded to by 192 bank customers in Kosovo region. The research revealed that customer service quality, reputation/image of banks and availability of a wide branch network were the most important influences on customers choice of commercial banks in Kosovo It was also observed that the most important factors that encouraged continued patronage of commercial banks in Kosovo were customer service quality, proximity of banks to office or home and reputation/image of the bank.