Typologie zákazníků na trhu mobilního bankovnictví

Abstract

This thesis deals with consumer behavior and attitudes of customers on the mobile banking market. The aim of the thesis is to propose a typology of customers on the mobile banking market, based on the attitudes of customers who already have experience with mobile banking and currently use it. In order to achieve the aim of the thesis, electronic questioning was performed. Data analysis was performed using factor and cluster analysis. Factor analysis reduced the number of variables to three factors. Four clusters were created by cluster analysis. Four new types of customers have been named common users, gullible innovators, prudent analysts and hesitant conservatives.