Identifikace faktorů ovlivňujících výběr finančních služeb

Abstract

This bachelor thesis focuses on identifying the key factors that influence consumers when choosing financial services. It primarily examines the role of financial literacy, personal experience, trust, and sources of information used in the decision-making process. The research was conducted through a questionnaire survey involving 151 respondents of various ages. The results show that more informed consumers place greater emphasis on service parameters and transparency, while others tend to rely on recommendations from others or marketing messages. The thesis offers recommendations on how financial institutions can improve communication with clients and support their financial awareness.