This study analyzes the major determinants of a bank selection by a customer in the banking industry of Pakistan. It is based on a survey of 358 customers of private, privatized and nationalized banks located in the city of Lahore (Pakistan). The findings of the study reveal that the most important variables influencing customer choice are customer services, convenience, online banking facilities and overall bank environment. The study aims to bridge the existing gap in local banking literature through identifying the important bank selection determinants and concludes with some policy implications which are expected to have an impact on the marketing efforts of Pakistani banks.

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