A study of bank selection decisions in Singapore using the Analytical Hierarchy Process

Abstract

Presents the findings of a survey of undergraduates on bank selection preferences. In the study, nine criteria for bank selection decision and five banks are identified, and the decision problem is structured into a three‐level hierarchy using the Analytic Hierarchy Process. The findings indicate that undergraduates place high emphasis on the pricing and product dimensions of bank services. The results are of interest to bank managers because they provide information on the importance of the selection criteria as well as areas of strengths and weaknesses of banks.