Customers select banks on the basis of internal
persuasion, external persuasion and technology. In order to attract and retain
customers for a longer time, the banks pay attention on their priorities of
customers. Purpose of the study was to examine the impact of persuasion and
technology on the selection and usage of banks by the customers. The study concluded that banks significantly differ in
persuasion and technology. Some banks emphasize more on external persuasion
while others stress more on internal persuasion. others emphasize more on external persuasion and technology. The study revealed that technology and external persuasion
have a significant impact on the customers’ selection of banks and the usage of
banking products and services by the customers.
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