ANALYSIS OF MOTIVES IN CUSTOMER CHOICES OF BANKING SERVICES: THEORETICAL ASPECT

Abstract

During the world of globalization, European integration, the expansion of credit institutions on competition in financial services, supply is growing, so as to better meet customer needs and remain competitive, banks are aware of users' choice and reasons to take them to attract customers. Therefore, this article examines key consumer banking selection criteria. It was found that when consumers choose a bank, most pays attention to the reputation of the bank, deposit and loan interest rates, the range of services and convenience. When choosing a bank to purchase a particular service, convenience is the key criteria associated with the formation of branches, service charges and low minimum required balance, open a checking account. It is also important and personal relationships, and additional range of services, you can learn about direct contact with bank staff at the time. Electronic banking system the most user friendliness, clarity and simplicity, bank fees and timeliness of information.

DOI: http://dx.doi.org/10.5755/j01.em.17.1.2255