INFLUENCING FACTORS ON THE CUSTOMERS CHOICE OF BANKS IN YANGON

This study aim to find out the influencing factors when customers make bank selection on public and private bank in Myanmar. Study includes collecting primary data as well as secondary data. For the primary data collection,Sample population (1.3 Million from 300 bank customers from private commercial banks and public national banks in Yangon region with structured questionnaires. Descriptive analysis is conducted in this study. By ranking the bank selection factors that private commercial bank customers acceptance as most favorable bank selection criteria based on mean value, customers of private commercial banks are choosing the banks in terms of convenience of the location with the first most, responsiveness is the second most, and value added services with the thris most bank selection criteria. By ranking the factors that public national bank customers acceptance as most favorable bank selection criteria, based on mean values, customers of public national banks are choosing the banks in terms of Financial benefits with the first most, responsiveness is the second most, and Bank reputation with the thris most bank selection criteria. it could be suggested that the requirement of private commercial banks, to increase bank reputation, attractiveness, and financial benefits to peple, while public national bank authorities should consider to the development of value added services, the use of advance computer facilities, more convenience branch locations