Identifikace postojů spotřebitelů k bankovní instituci

Abstract

The thesis focuses on identifying consumer attitudes toward a selected banking institution, with an emphasis on generational differences. The main objective of the thesis was to determine whether there are differences among individual generations in their perception of the bank, its marketing communication, and the services provided. The theoretical part addresses the issues of consumer behavior, marketing communication, and the specifics of the banking environment. The practical part is based on quantitative research conducted through a questionnaire survey. The collected data were subsequently processed and analyzed using Microsoft Excel. Based on the research results, recommendations were formulated to improve marketing communication and strengthen relationships with customers.