IJCSNS International Journal of Computer Science and Network Security, VOL.19 No.11, November 2019 223 Manuscript received November 5, 2019 Manuscript revised November 20, 2019 Factors Affecting the Selection of Commercial Banks in Sukkur and Khairpur Districts Sajid H.Mirani 1 , Nazar H.Phulpoto 1 , Mansoor A. Soomro 2 , Zubir A. Pirzada 1 , Shoukat A. Mahar 1 , Zuhaibuddin 3 1 Department of Public Administration, SALU Khairpur, Pakistan 2 Department of Business Administration, Sindh University, Pakistan 3 Department of Computer system, BUET Khuzdar, Pakistan Summary Banking sector is termed as one of the developing sectors in Pakistan as it provides very important and valuable services to customers. Due to its importance customers are very sensitive regarding selecting any particular commercial bank. Customers have choice of selecting different commercial banks and customers focus on different factors in selecting a commercial bank. This particular study has catered this important area and has tried to identify different factors that influence a customer to select a particular commercial bank in Sukkur and Khairpur districts. Data was collected from 300 respondents chosen by convenient sampling method and Factor Analysis technique was used to analyze the data. Findings suggest that customers of Sukkur and Khairpur districts consider six factors for selecting a commercial bank namely Services (SER), Proximity (PRO), Attractiveness (ATT), Recommendations (REC), Marketing (MAR) and Price (PRI). This study will help banks to realize the important factors affecting commercial banks and will focus on those to create attraction for customers and retention after creating the customers. Key words: Commercial Banks, Services (SER), Proximity (PRO), Attractiveness (ATT), Recommendations (REC), Marketing (MAR) and Price (PRI). 1. Introduction Banking sector is one of the most important sectors of the economy for any country. Nowadays commercial banks are facing extreme competition which forces them to make some smart moves to be present or superior in the market. To cope this one of the most important steps that commercial banks take in this regard is to highly focus on customers and treat them on priority (Mokhlis, 2009). Commercial Banks try to design the policies which are extremely customer oriented. Further in this competitive era customers are exposed with various alternatives and choices with regards to commercial banks as customer has the option to switch from one bank to another bank if remains unsatisfied from current bank in any aspect (Mokhlis, 2008). Commercial banks need to understand the factors which affect the customers in the selection of a bank and not only the banks (Sharma & Rao, 2010). Commercial banks can rather put more emphasis on factors that affect customers to select commercial banks in order to create an attraction in customer’s mind. This particular study is intended to comprehend and explore the factors which affect people of Sukkur and Khairpur districts to select a commercial bank. Many researchers have conclusively found out in their research that now the concept that only businessmen or highly income earning class only uses commercial bank but now banks have also become a place to be used by majority of people from students to big businesses and companies which increases the importance and significance of commercial banks (Kaynak & Harcar, 2005). There is lesser focus given on the factors that force customers to select commercial banks (Gerrard & Cunningham, 2001). So this study is significant from various perspectives Firstly it fills the gap of researches in this area Secondly if commercial banks are able to understand different factors which effect in selection of commercial banks by the customers than it will create an opportunity for banks to attract customers by focusing on those factors which not only will increase their revenue but also a profit to whole economy. Thirdly customers will also be benefited if commercial banks give their selecting factors an additional care. 2. Research Problem Mokhlis (2009) in his research recommended that there should be extensive research in Asia to know the factors affecting and forcing people to choose a bank this kind of study can benefit a big segment of society. There is no any noteworthy study conducted in Sindh particularly and in Pakistan generally hence this study has been conducted. Research problem that has been investigated in this study is to identify the factors that are affecting people and customers to choose a bank in Sukkur and Khairpur districts. Objectives of the Study Study inculcates in itself following objectives