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Purpose - This paper aims to study the main selection criteria for Islamic banks in Indonesia, and to compare them with those for conventional banks. Research Design, Data, and Methodology - This study employs an exploratory approach and a natural experimental design with Factor Analysis and two independent sample tests as statistical analysis methods. A total of 363 questionnaires were distributed to three groups of bank customers-customers of Islamic and conventional banks individually, and those of both banks together (121 respondents in each group). Results - The research shows that service appears to be the most important factor in selecting Islamic banks, in addition to other emotional and rational factors. However, this service cannot be expressed as the Islamic banks' advantage compared to conventional banks, because the latter's customers also perceived service as the most important factor. The parametric mean of importance of service for both Islamic and conventional banks' customers is insignificantly different. Conclusion - Customers of both conventional and Islamic banks have a similar degree of importance for convenience, price, and service.