MARKETING FACTORS INFLUENCING BANK SELECTION IN BOSNIA AND HERZEGOVINA

Conventional banks as well as Islamic banks need to recognize the criteria on which prospective customers establish their bank selection decision. Planning a proper marketing strategy in order to attract new customers is of crucial importance in indentifying these criteria. Examination of the bank selection criteria being employed by bank employees of different banks in Sarajevo is the main focus of this study. Five banks were selected as a sample for the study. In the study, 50 selection factors extracted from relevant literature will be used to determine bank selection. By comparing the means ranking of the factors will be provided from where we will be able to see witch factors have highest importance in selecting the bank.