A study on factor influencing customer selection towards service provided by Bank Rakyat Machang, Kelantan / Rosni Mohammad Nor

The study examines the factors that influence customer selection towards service provided by Bank Rakyat in Machang. The scope of attributes for bank selection has also been examined.
The study was conducted at Bank Rakyat at Machang within January 2006 until March 2006. Four possible factors that have influence the customer selection towards service provided by Bank Rakyat, Machang were identified. There were price, delivery system, promotion and reputation. This research has been done by assign the questionnaire. A total of respondent are 100 of customers who are selected to gather the information. The questionnaire was conducted in English and Malay version.
The SPSS program was used to analyze the data. The method such as frequency distribution and Pearson Correlation Coefficient were chosen for analyzed the data findings. The researcher looked for significant value and observed value to prove the relationship between the variables.
Researcher finding and conclusion are made to help the banking industry in their effort to improve the problems occurred and satisfied their customer’s requirement. Therefore, several recommendations should be outlined in order to improve the performance of service like do more creative promotion, integrated application of technology and create good personnel contact.