Analýza preferencí zákazníků při výběru bankovní instituce

Abstract

The aim of the thesis is an analysis of customers choosing banking institutions. The work is focused on the banking company GE Money Bank, while the work is focused on customers of other banking companies. Based on primary research, which was conducted using a structured questionnaire, were identified customer preferences GE Money Bank, in marketing communications, products and processes. The analysis also focused on the preferences of clients who use other banks. The aim was to find out which banking companies are preferred and which factors influence the customer when choosing a bank. Based on the results were suggested recommendations for improvement.