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Determinants of Technical University Students’ Choice of Banks: Empirical Evidence from Takoradi Technical University, Ghana

Background: The current competitive banking environment in Ghana demands that banks 
identify the factors key to their survival and work on these factors to ensure 
they remain in business. This involves the banks knowing what influences customers to choose to do business 
with one bank over the other. Objective: The study aimed at determining 
the factors the influence Technical University student’s selection of banks. Methods: Data from a cross-sectional survey of 545 student respondents of Takoradi 
Technical University was analysed using the statistical technique of factor 
analysis. Results: Four factors were adduced to be influencing bank 
selection amongst Takoradi Technical University students: namely, Robust 
E-banking, Customer Experience, Access to 
ATMs and Third Party Influence. Conclusion: While some of 
the factors are universal in nature others present with subtle nuances 
dependent on the milieu in which a bank finds itself, making it imperative that 
banks study the market in which they are operating and implement strategies 
deemed most suitable for attracting and retaining customers.