Otdelkina A.A.Lobachevsky State University of Nizhny Novgorod - National Research University, Nizhny Novgorod, Russian Federation otdalla@gmail.com
Importance The customer focus and methods for evaluating it are getting more important and relevant in the current activities of commercial banks. Competition in the banking sector is so high and intense that it becomes necessary to study target audience's behavioral models during the selection of commercial banks. Objectives On the one hand, customers need to understand, which bank selection criteria take precedence for them and whether the selected bank complies with the criteria. On the other hand, high competition in the banking sector makes banks constantly determine, which factors customers consider when selecting banks. The research is to select factors allowing to evaluate banks' activities, from the customers' perspective. Methods The research sets out the factors influencing the customers' choice of commercial banks. The factors have been selected so that customers and banks could use them to analyze banks' activities. The researchers apply the analytical method to examine the factors selected. Results The researchers devise the bank rating regression model based on the most significant factors. Conclusions and Relevance Customers may use the model to select a bank, since modeling factors are quite simple and critical for any customer. The model also enables banks to understand the demand for their products in the banking market, determine possible development strategies so to focus the banks' activities on customers' needs and satisfaction.
Keywords: commercial bank, customer, factor, research, regression analysis
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