CUSTOMER’S PREFERENCES FOR BANKING SERVICES IN CATEEL, DAVAO ORIENTAL USING CONJOINT ANALYSIS

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This study was to comprehensively analyze customer preferences for banking services in Cateel, Davao Oriental, using conjoint analysis. The study included 100 customers/clients from Enterprise Bank, Baybank, Cantilan Bank, and BDO in Poblacion, Cateel, and Davao Oriental. Data were collected using survey questionnaires that were validated and tested to be reliable. The study used conjoint analysis, Pearson R, and Kentall Tau for data analysis. Based on the results, customers prefer banking services with online facilities (utility estimate: 0.432), available ATMs (utility estimate: 0.438), a location 501-1000 meters from the central district (utility estimate: 0.083), a 30-minute waiting time (utility estimate: 0.785), operating days from Monday to Friday (utility estimate: 0.462), and a withdrawal charge of 16 pesos. Waiting time is the most critical factor (utility estimate: 0.785), highlighting the importance of efficiency. The strong correlation between estimated and actual preferences (Pearson's R: 0.937) indicates reliable preference estimates. With this, the researchers recommend that banks prioritize enhancing online services, expanding ATMs, maintaining efficient waiting times, and aligning operating days and charges with customer preferences to maximize satisfaction and competitiveness.

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