Determinants of Swedish Bank Selection Choices by International students

Abstract: Aim: This study aims to explore bank selection criteria employed by international students in Gavle, Sweden. Methodology: Data was collected through semi-open structure questionnaire. The researchers do sampling a total of 101 students in the University of Gavle. After data collection through questionnaire, data was analyzed through SPSS19 software. A non-probabilistic convenience sampling was employed and data was analyzed to be refined and reduced in a manageable way. Conclusion: There are four factors which are the main reasons in influencing international students choosing banks in Sweden. This study reveals that “Good service provision”, “assurance”, “value added service”, “convenience and security” have significant influence on the bank selection decision of international students. There is no difference between ethnicity in influencing factors. Besides, different genders have same influencing factors as the four factors in this research.   Implications and value of this research: This research steps further in the investigation about customer bank selection behavior. It is the research that focuses on individual customers of banks especially in Sweden. Furthermore, the results of this research can be beneficial for banks to identify appropriate strategies to attract and retain international students. Suggestion for future studies: The international students are banks’ potential customers in the long run. Because the results of this study are only based on customer’s perceptions, it could be an interesting research area for future researchers to investigate the correspondence between and service providers’ and consumers’ perceptions. In addition, because one of our study limitations was that the research only conducted in one city: Gavle, it would be interesting to investigate other Swedish universities international students for the same topic.