Meta-analysis of factors affecting customers' preferences in selecting a bank

The aim of this study is to analyze the literature on factors affecting customers' preferences in selecting banks and determining variables and determining the effect size of effective variables on customer preferences in selecting banks. Banks are required to understand the behavior and needs of consumers in the basin to preserve their customers and to gain a greater share of the consumer market, and given that several studies have been done in this regard, and since these studies have the ability to control and The control of research environment, samples and methods, measurement tools from research to research is different, the results of research are different and sometimes contradictory, so doing combined research that extracts the research done on this topic in a systematic way And science-based research is of great importance. A total of 15 studies were selected and examined with CMA2 software. The results indicate that the following factors have contributed to the preferences of customers in choosing banks: 1. Financial facilities 2. Bank confidence 3. Method of dealing with employees 4. Providing banking services 5. Physical and spatial conditions 6. New and advanced technology 7 -reputation and validity of bank 8- Security and information preservation 9.the cost of providing services  10 - Quick access to the Bank 11. Marketing.