International Journal For Multidisciplinary Research

E-ISSN: 2582-2160   •   Impact Factor: 9.24

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Customer Preference on Banking Services in the City of Mati

Author(s) Mr. Christian Farven Cercado Dosono, Dr. Janessa Gavino Pilar
Country Philippines
Abstract This study examined customer preferences on banking services in the City of Mati, Davao Oriental. Specifically, it identified the key banking service attributes influencing customer preferences, determined the relative importance of each attribute, estimated utility values associated with banking service attributes, and identified the most and least preferred combinations of banking service profiles. The study employed a quantitative inferential research design using Exploratory Factor Analysis (EFA) and Conjoint Analysis. A total of 385 respondents who were active clients of universal banks operating in the City of Mati participated in the study through purposive sampling. Data were collected using online survey questionnaires administered through KoboCollect Toolbox. The first phase identified banking attributes through factor analysis, while the second phase evaluated combinations of service attributes using conjoint analysis. Results revealed that customers strongly preferred banking services characterized by security, efficiency, accessibility, confidentiality, technological reliability, and customer-oriented service delivery. Findings further indicated that modern banking facilities, fast and reliable transactions, professional staff behavior, and accessible online banking services significantly shaped customer preferences. The study emphasized the importance of aligning banking strategies with customer expectations to strengthen customer satisfaction, financial inclusion, and competitive advantage among banking institutions in the City of Mati.
Keywords Banking Services, Customer Preference, Conjoint Analysis, Factor Analysis, Financial Inclusion, Universal Banks
Field Business Administration
Published In Volume 8, Issue 3, May-June 2026
Published On 2026-05-22
DOI https://doi.org/10.36948/ijfmr.2026.v08i03.79090
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E-ISSN 2582-2160
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