Özet:

Today, there are many factors that can affect consumers’ bank preference decisions.  Marketing research to determine which of these factors are more priority is becoming more important every day. In this context, the aim of the work is to try to analyze the factors that affect bank preference decisions by ordering the importance of the products and services offered by consumers. Conjoint Analysis, a method that has been frequently used in the phase of determination and assessment of preferences in recent years, has been preferred given the purpose of the study. Conjoint analysis of products and services that can be effective in bank preferences can also be performed with small samples. According to the survey conducted to 22 academics at the Faculty of Economics and Administrative Sciences of Muğla Sıtkı Koçman University, the factors that financial consumers pay great importance to their banking preferences have been identified as "Banking Transactions", "Country and Alternative Channel Network" and "Personal Characteristics" respectively.

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