Which Clients Use More Banks and Banking Products?

Abstract

The aim of this article was to determine whether satisfied bank customers were buying more bank products and services from several banks in comparison with clients who were dissatisfied with their bank services. At the same time it was also studied the dependence of buying banking products and the use of banks depending on sex, age and educational structure of consumers. In our research a special questionnaire survey was used, which was subsequently evaluated with the help of mathematical and statistical methods. Our research has not shown that satisfied clients used more banking products as customers who were dissatisfied. It was found that both in Slovakia and the Czech Republic bank customers aged 30 to 50 years old significantly more were buying 3 banking products. Number of banks that are used by Czech banks’ clients depends on customer satisfaction. The research results point to the need for achieving high levels of customer satisfaction. Suitable form of monopolization of relationships with clients allow banks to increase the value of CSI (Cross Selling Index) due to the influence of positive motivational factors, which usually bring the growth of the financial performance of commercial banks.

DOI: 10.5901/mjss.2015.v6n6p339