Ja osla Belas1, Vale Demjan2
BANK CUSTOMERS SATISFACTION: CASE STUDIES
FROM CZECH REPUBLIC
Bank cus ome s sa is ac ion is cu en ly a he cen e o a en ion o bo h esea che s and
banke s. The aim o his a icle is o quan i y and compa e he o e all le el o sa is ac ion o Czech
banking cus ome s, he mos impo an ac o s o sa is ac ion and dissa is ac ion o hese cus ome s
and he numbe o used banking p oduc s and banks in 2014 compa ed o 2012. Ou esea ch con-
i med ha Czech Republic emains on a ela i ely low posi ion wi h sa is ying i s bank cus ome s
wi h p o ided se ices. The main eason o sa is ac ion was he abili y o use elec onic banking
and mos impo an eason o dissa is ac ion we e high p iced p oduc s and se ices. The numbe
o banking p oduc s used by Czech clien s did no change signi ican ly. Ou esea ch has shown ha
i is impo an o pay a en ion o pe sonal communica ion wi h clien s, o ake ca e abou hei
com o while implemen ing bank se ices and o p o ec cus ome s' inancial in e es s.
Keywo ds: comme cial bank; bank cus ome sa is ac ion; sa is ac ion and dissa is ac ion; Czech
Republic.
JEL codes: G21.
Ярослав Бєлас, Валєр Дем'ян
ЗАДОВОЛЕНІСТЬ КЛІЄНТІВ БАНКУ:
ЗА ДАНИМИ ЧЕСЬКОЇ РЕСПУБЛІКИ
У статті проведено порівняльне вимірювання факторів задоволеності та
незадоволеності клієнтів банківськими послугами та банками в цілому у Чеській
Республіці у 2012 та 2014 роках. Продемонстровано, що ступінь задоволеності клієнтів
банків у Чехії залишається стабільно низьким. Головним фактором задоволеності є
наявність електронного банкінгу, а незадоволеності – високі ціни на продукти та послуги.
При цьому кількість послуг та сервісів, якими користуються клієнти чеських банків,
суттєво не змінилась. Продемонстровано важливість особистого спілкування з
клієнтами, піклування про їх комфорт та захист фінансових інтересів.
Ключові слова: комерційний банк; задоволеність клієнтів банку; задоволеність та
незадоволеність; Чеська Республіка.
Табл. 7. Літ. 23.
Ярослав Белас, Валер Демьян
УДОВЛЕТВОРЁННОСТЬ КЛИЕНТОВ БАНКА:
ПО ДАННЫМ ЧЕШСКОЙ РЕСПУБЛИКИ
В статье проведено сравнительное измерение факторов удовлетворённости и
неудовлетворённости клиентов банковскими услугами и банками в целом в Чешской
Республике в 2012 и в 2014 годах. Продемонстрировано, что степень удовлетворённости
клиентов банков в Чехии остаётся стабильно низкой. Главным фактором
удовлетворённости является наличие электронного банкинга, а неудовлетворённости –
высокие цены на продукты и услуги. При этом количество услуг и сервисов, которые
используются клиентами чешских банков, существенно не изменилось.
Продемонстрирована важность личного общения с клиентами, заботы об их комфорте и
защиты финансовых интересов.
Ключевые слова: коммерческий банк; удовлетворённость клиентов банка;
удовлетворённость и неудовлетворённость; Чешская Республика.
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©Ja osla Belas, Vale Demjan, 2014
1Tomas Ba a Uni e si y in Zlin, Czech Republic.
2Banking Ins i u e o P aque, Banska Bys ica, Slo ak Republic.
In oduc ion. Bank cus ome sa is ac ion is cu en ly in he cen e o a en ion o
esea che s and banke s, as i ep esen s an impo an ma ke ing a iable o mos
companies, especially hose wo king a highly compe i i e ma ke s. Banking expe i-
ence p o es ha achie ing a easonable a e o cus ome sa is ac ion ep esen s a
challenge o banks and i is a pe manen p ocess wi h a ied esul s. Bank cus ome s
in many coun ies show a conside able deg ee o dissa is ac ion and many banks
admi ha i is necessa y o inc ease he le el o cus ome ca e. The e a e many sci-
en i ic a icles wo ldwide ha explo e he issue o sa is ac ion o bank cus ome s om
di e en angles. In he pas i was mainly Ame ican au ho s who ha e deal wi h his
opic. Cu en ly he e a e many Eu opean and Asian au ho s add essing his issue. To
ou knowledge he e is no scien i ic s udy ha examines bank cus ome s sa is ac ion
in Czech Republic, he e o e wi h his pape we y o ill his gap in scien i ic know-
ledge. In his a icle sa is ac ion o Czech bank cus ome s wi h he se ices o com-
me cial banks, and i s signi ican a ibu es we e examined, as well as he mos impo -
an ac o s o sa is ac ion, and he use o banking p oduc s and banks in 2014 com-
pa ed o 2012.
Signi ican ac o s de e mining bank cus ome sa is ac ion. Achie ing a high
deg ee o banking cus ome sa is ac ion ep esen s an impo an ield in banking
managemen . Cus ome sa is ac ion is a complex o a ious aspec s, which ope a e in
a cohe en manne and o m a i udes o cus ome s o banks. In he p ocess o o -
ming cus ome sa is ac ion economic ac o s a e ac ing, as well as emo ional a i udes
and consume s's habi s. Se ice quali y as pe cei ed by cus ome s could be de ined as
he ex en o disc epancy be ween expec a ions and pe cep ions. In his con ex , i is
clea ha e ec i e managemen o cus ome sa is ac ion is a challenge o bank
managemen .
1. The quali y o banking se ices and cus ome sa is ac ion. Acco ding o
J. Cha an and F. Ahmad (2013) bank business inc easingly depends on he quali y o
cus ome se ice p o ided and he o e all cus ome sa is ac ion. High quali y o
banking se ices leads o bank cus ome s sa is ac ion. Aco ding o V. Kau a (2013)
dimensions o se ice quali y a e employee beha io , angibili y and in o ma ion
echnology. Dimensions o se ice con enience a e decision con enience, access
con enience, ansac ion con enience, bene i con enience and pos -bene i con-
enience.
R. Mandahachi a a and Y. Pool hang (2011) indica e ha in e ms o se ice
quali y pe cep ion, he mos impo an ole belongs o s a quali y and se ices eli-
abili y. O he impo an ac o s a e con enience and se ice a ailabili y. An impo an
ole in ela ionship be ween a cus ome and a bank play us and eliabili y.
J. Cha an and F. Ahmad (2013) ha e de ined 8 mos impo an a ibu es o
sa is ac ion: paying indi idual a en ion o each clien , pe sonnel beha io inducing
cus ome us , a ac i e bank equipmen , ze o ees o issuing checks, ze o e o
eco ds, he possibili y o online banking, ansac ions secu i y, help ul s a and i s
eadiness o answe o cus ome equi emen s ega dless occupancy.
The esul s epo ed by O.M. Ka ape e (2011) sugges ha all se ice quali y
dimensions ha e signi ican posi i e impac s on cus ome sa is ac ion. In e ac ion
quali y is he mos impo an de e minan o cus ome sa is ac ion, ollowed by se -
ice en i onmen , eliabili y, and empa hy.
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K. Choudhu y (2013) shows ha cus ome s dis inquish 4 dimensions o se ice
quali y – beha io , eliabili y, angibles and con enience.
H. Madde n, R. Maull and A. Sma (2007) s a e ha he key elemen s in buil-
ding cus ome sa is ac ion a e employee sa is ac ion and se ice quali y. In his con-
ex S. Gouna is and A. Boukis (2014) indica e ha employee job sa is ac ion in lu-
ences cus ome s' pe cep ion o quali y and cus ome sa is ac ion. Many au ho s ag ee
ha i is he banks' skilled wo ke s wi h high emo ional quo ien a e he p e equisi e
o building loyal y among clien s (Ros amy, 2009; Bidmead, 2007). Cus ome s in
business ela ionships equi e a high deg ee o accep ance o hei own needs om
s a and accu a e se ice deli e y (Lages and Pie cy, 2012).
Acco ding o P. W uuck (2013) p ices o bank p oduc s play an impo an ole
in achie ing cus ome sa is ac ion. Sa is ac ion wi h p oduc s p ices does no au o-
ma ically mean o al and comple e sa is ac ion, bu i is one o he mos impo an
p econdi ions. Acco ding o he au ho he p ice o he clien does no he e o e
cons i u e he sole condi ion o sa is ac ion and he bank mus also o e o he ac o s,
such as high secu i y o bank, i s good epu a ion, excellen a ailabili y o se ices o
excep ional abili ies o s a .
On he o he hand, H.G. Chen, J.Y. Liu, T.S. Sheu and M.H. Yang (2012) a gue
ha people a ely y o ge he bes se ices; ins ead, hey seek only o a ai se i-
ces and a consis en ea men .
2. Cus ome sa is ac ion, cus ome loyal y and hei impac on inancial pe o -
mance o banks. Many au ho s ag ee ha cus ome sa is ac ion has a s ong posi i e
impac on cus ome loyal y ( o example, V. Seile , M. Rudol and T. K ume (2013))
and media es he impac o se ice quali y on loyal y (Ka ape e, 2011).
Unde s anding o cus ome loyal y equi es unde s anding o cus ome sa is ac ion
i s (F ae ing and Mino , 2013).
Acco ding o R. Mandahachi a a and Y. Pool hang (2011) cus ome loyal y is
e y impo an , because ge ing new cus ome s also b ings addi ional cos s (a simila
opinion is also sha ed by J. Ti ko and N. Lace (2010)) and ice e sa wi h he du a-
ion o cus ome ela ionship p o i abili y o his ela ionship g ows as well. E ec i e
ool o building ue loyal y can be e.g. iendly app oach o clien s, a ailabili y o
banking p oduc s and se ices, in ensi e communica ion and ac i i ies in he ield o
co po a e social esponsibili y.
C.H. Baumann, G. Ellio and S. Bu on (2012) s a e ha he combina ion o
wo ac o s, namely emo ional connec ion wi h a bank and economic bene i s should
p o ec he bank agains compe i ion.
Scien i ic s udies, which examine he di ec impac o cus ome sa is ac ion and
cus ome loyal y o shopping habi s, espec i ely he inancial pe o mance o banks a e
no oo nume ous. I could be ag eed wi h K. Choudhu y (2013), s a ing, ha explici
connec ions be ween se ice quali y dimensions and cus ome s'pu chase in en ions
ha e no been add essed in he se ices ma ke ing li e a u e so a and a signi ican gap
hus exis s. Howe e , he e a e s ill nume ous au ho s who deal wi h his opic.
Acco ding o M. Te ps a, T. Kuijlen and K. Sij sma (2012) cus ome sa is ac ion
has a posi i e e ec on u u e cus ome e enues when cu en cus ome e enues a e
accoun ed o . Loyal y has a signi ican impac on banks' inancial pe o mance
(Keisidou, Sa igiannidis, Madi inos and Thalassinos, 2013).
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J. Adolpson, J. Eklo and J. Pa mle (2013) indica e in hei s udy ha in cus-
ome sa is ac ion changes by one uni causes a change in he a e age ma ke capi ali-
za ion o 6.5 bln SEK ( he equi alen o 800 mln, abou 6%) wi hin one yea .
Acco ding o K. Choudhu y (2013) he se ice quali y ac o eliabili y is he
mos impo an ac o in luencing cus ome s' pu chase in en ions.
In his con ex , he app op ia e examina ion o he o e all sa is ac ion o bank
cus ome s in he con ex o shopping habi s and analyzing he ac o s ha c ea e a
eeling o sa is ac ion among bank cus ome s may be conside ed.
Objec i es, me hodology and da a. The aim o his a icle was o quan i y and
compa e he o e all le el o sa is ac ion o Czech banking cus ome s, he mos impo -
an ac o s o sa is ac ion and dissa is ac ion o hese cus ome s and he numbe o
used banking p oduc s and banks in 2014 compa ed o 2012.
The esea ch on he sa is ac ion o e ail cus ome s in Czech Republic was con-
duc ed h ough a ques ionnai e su ey in 2012 and hen in 2014.
In ou esea ch, se e al scien i ic hypo heses we e se . When es ablishing quan-
i a i e c i e ia es ima ion echniques we e used.
H1: The o e all le el o bank cus ome s sa is ac ion in Czech Republic in 2014
compa ed o 2012 has no changed and was less han 65%.
H2: Bank cus ome s' ecogni ion a e by bank employees in 2014 compa ed o
2012 was unchanged and was less han 30%.
H3: The in ensi y o o e s o in e es ing banking se ices in 2014 compa ed o
2012 has no changed. In ensi y o oo equen o e s o a ac i e banking p oduc s
was lowe han 30%.
H4: The a e o conce n o bank employees o sol e inancial p oblems o ban-
king clien s in 2014 compa ed o 2012 has no changed. The deg ee o in ensi e in e -
es o esol e clien s' issues is less han 10%.
H5: Czech clien s a e mos ly sa is ied wi h he a ailabili y o banking p oduc s
and se ices h ough elec onic banking. Mo e han 60% o Czech clien s a e sa is-
ied wi h his ac o .
H6: The mos impo an ac o o dissa is ac ion o Czech cus ome s is high
p ice o banking p oduc s and se ices. The a e o dissa is ac ion o Czech clien s in
ega ds o p ices is highe han 60%.
H7: The a e age alue o CSI has inc eased by a leas 10% in he las wo yea s.
The s uc u e o he used p oduc s om 2012 o 2014 emained unchanged.
H8: The a e age numbe o banks being used by clien s in Czech Republic
inc eased by a leas 10% in he las wo yea s. The s uc u e o he used p oduc s om
2012 o 2014 emained unchanged.
Wi hin he ques ionnai e su ey in 2012, in Czech Republic he o al o 323
esponden s was app oached, o which 37% we e men and 63% we e women. The age
s uc u e o esponden s was as ollows: 32% we e less han 30 yea s, 50% we e 30–50
yea s old, and 18% we e o e 50. The educa ion le el o esponden s was as ollows:
1% had p ima y educa ion only, 62% had seconda y educa ion and 37% we e uni e -
si y educa ed bank cus ome s.
In 2014, he e we e 459 esponses, o which 44% we e men and 56% we e
women. The age s uc u e o hose esponden s was as ollows: 39% we e aged unde
30 yea s, 44% we e om 31 o 50 yea s old and 17% we e cus ome s o e 50. The edu-
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ca ion le el o esponden s was as ollows: 3% had p ima y educa ion, 54% had
seconda y educa ion and 43% we e uni e si y educa ed bank cus ome s.
The es ablished scien i ic assump ions in each able we e examined h ough
Pea son s a is ics. P- alue less han 5% leads o he ejec ion o he null hypo hesis.
Pa o he quan i a i e analysis is he use o indica o s and desc ip i e s a is ics such
as weigh ed a i hme ical a e age and he pe cen age igu es.
Resul s and discussion. Acco ding o he esul s o ou esea ch, 66.23% o he
esponden s in 2014 p esen ed he poin o iew ha hey a e sa is ied wi h he
quali y o banking p oduc s and se ices (in 2012 i was 62.23% o he esponden s).
16.34% o he esponden s exp essed hei dissa is ac ion in 2014 as compa ed o
26.32% in 2012. 17.43% o he esponden s eplied wi h an answe "I don' know" in
2014 and in 2012 he numbe o such people was 11.45%.
Tes c i e ia con i med ha he s uc u e o he esponses in 2014 was signi i-
can ly di e en om 2012 (χ2= 14.2141, p- alue < 0.01). The o e all sa is ac ion a e
emained unchanged (p- alue = 0.2819). The numbe o dissa is ied esponden s has
educed signi ican ly (p- alue < 0.01) a he expense o hose esponden s who do no
know (p- alue = 0.0275).
Ou da a do no p o ide e idence o he claim ha he ac ual p opo ion o
sa is ied clien s in 2014 is less han 65% (p- alue = 0.693). H1 is pa ially con i med.
Acco ding o he esul s o ou esea ch, he o e all sa is ac ion a e o Czech
cus ome s is a he Eu opean a e age le el. The esul s o he esea ch conduc ed by
Deloi e (2012) in Czech Republic, Poland and Slo akia clame ha he o e all sa is-
ac ion a e is 50% and mo e.
The o e all sa is ac ion o bank cus ome s is signi ican ly de e mined by he bank
employees app oach o inancial needs o clien s. In his con ex , we examined he
a e o pe sonal knowledge o bank clien s by wo ke s o he bank (Table 1), he ac i-
i y o bank employees when o e ing addi ional bank p oduc s (Table 2) and he pe -
cei ed in e es o bank employees o akle he inancial needs o banks cus ome s
(Table 3).
Table 1. Pe sonal knowledge o bank clien s by wo ke s
o he bank in Czech banking sec o , own sou ce
Table 2. O e o in e es ing p oduc s om bank employees, own sou ce
The alue o he es c i e ia (χ2= 1.4681, p- alue = 0.4800) con i med ha he
s uc u e o esponses o e he pas yea s has no changed. I was no possible o ind
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Do bank employees know you?
CR in 2012, %
CR in 2014, %
p- alue
1. Yes
30.96
32.90
0.6215
2. No
48.92
50.33
0.7522
3. I don’ know
20.12
16.77
0.2706
χ2 = 1.4681 / p- alue = 0.4800
How o en do you ace a si ua ion when he bank
employee o e s you an in e es ing p oduc ?
CR in 2012,
%
CR in 2014,
%
p- alue
1. O en
22.91
29.84
0.0384
2. Ra ely
60.99
32.03
< 0.01
3. Ne e
16.10
38.13
< 0.01
χ2 = 71.2200 / p- alue < 0.01

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he e idence ha he le el o pe sonal ecogni ion o bank cus ome s by bank
employees is less han 30% (p- alue = 0.9038). H2 was pa ially con i med.
In compa ison o 2012, in he yea 2014, he opinions o cus ome s abou o e -
ing in e es ing p oduc s om bank s a ha e changed. The numbe s o clien s who
ha e said ha bank employees o en o e hem a ac i e banking p oduc s inc eased
signi ican ly. The numbe o clien s who epo ed ha hey seldom ecei e in e es ing
bank p oduc s has dec eased signi ican ly and he numbe o clien s who epo ed
hey we e ne e o e ed any in e es ing p oduc s by hei bank has inc eased subs an-
ially. Howe e , he ac ual in ensi y o equen o e s in 2014 was no less han 30% (p-
alue = 0.4919). H3 is ejec ed.
Table 3. Bank employees in e es in sol ing he inancial
p oblems o he clien , own sou ce
The c i e ia o he alue es s con i med ha he s uc u e o he answe s has
changed. The ac uall p opo ion o clien s who belie e ha he bank is e y in e es-
ed in hem is ac ually lowe han 10% (p- alue < 0.01). H4 is pa ially con i med.
Ou esea ch has shown ha he le el o pe sonal ecogni ion o bank cus ome s
is low, bank employees less in ensi ely o e ing banking p oduc s o hei clien s and
cus ome s a e expe iencing a low a e o in e es in sol ing hei inancial p oblems.
This end also de e mines he exis ence o o he impo an ends.
A p esen , he so-called "bank ou ism" is e y popula in Czech banking sec o .
This means ha many clien s mo e om one bank o ano he , and use he se ices o
se e al banks due o be e p ices. This end is pa icula ly e iden in mo gages
(E ns & Young, 2012).
In Table 4 we compa e he easons o sa is ac ion o Czech banking cus ome s
in 2014 as compa ed o 2012.
Table 4. Reasons o cus ome sa is ac ion in he banking
sec o o Czech Republic, own sou ce
In any o he moni o ed le el o esponse he e we e no iden i ied any signi i-
can changes in he ime pe iod und s udy. I is s ill ue ha mo e han 60% o
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Do you ha e a eeling ha he bank is in e es ed in sol ing you
inancial p oblems, o hey jus wan o sell some hing o you?
CR in
2012, %
CR in
2014, %
p- alue
1. Bank is e y in e es ed
4.64
4.58
1.0000
2. Bank is some imes in e es ed
23.84
39.87
< 0.01
3. Bank is no in e es ed a all
11.15
3.92
< 0.01
4. Bank jus wan s o sell p oduc and ea n mo e money
43.03
20.70
< 0.01
5. Canno judge
17.34
30.93
< 0.01
χ2 = 74.442 / p- alue < 0.01
Wha sa is ies you he mos in he bank?
(you can p o ide up o 3 answe s)
CR in 2012, %
CR in 2014, %
p- alue
1. Quick se ice in my b anch
13.93
11.55
0.3770
2. The possibili y o using elec onic banking
74.61
78.88
0.1900
3. Quali y o p oduc s and se ices
17.65
17.21
0.9500
4. Con enien and iendly se ice in a b anch
17.09
21.13
0.1814
5. A ailabili y o he b anch
49.54
50.76
0.7910
6. De eloped ne wo k o a ms
40.25
42.05
0.6670
7. O he (accoun o ee, pe sonal consul an )
0.00
5.44
–
No e: – indica es ha he alue can no be calcula ed.
clien s a e sa is ied wi h elec onic banking (p- alue < 0.01). Ou esea ch has con-
i med he alidi y o H5.
The mos signi ican ac o s o cus ome sa is ac ion in ou s udy we e he a aila-
bili y o banking p oduc s and se ices h ough elec onic banking, b anch a ailabili-
y and ex ensi e ne wo k o ATMs.
Ou esul s a e compa able o o he published esul s (E ns & Young, 2012;
Liebana-Cabanillas, Munoz-Lei a and Rejon-Gua dia, 2013).
In Table 5 we compa e he easons o bank cus ome s dissa is ac ion in Czech
Republic in 2014 as compa ed o he yea 2012.
Table 5. Reasons o bank cus ome s dissa is ac ion
in Czech Republic, own sou ce
S uc u e esponses in 2014 did no di e om he esponses in 2012. The mos
impo an ac o o discon en o Czech clien s is s ill high p ices o banking p oduc s
and se ices. The p opo ion o he esponden s who s a ed he discon en o high
p ices o banking p oduc s and se ices is highe han 60%, as i was uly con i med
by he alue o he es c i e ia (p- alue < 0.01). Ou esea ch has con i med he ali-
di y o H6.
Acco ding o he esea ch by E ns & Young (2012) a de ini e numbe one
impulse o change o bank is he amoun o bank cha ges. 69% o Czech bank clien s
would change hei main ope a ional bank because o high cos s (compa ed o he
Eu opean a e age o 53%).
Due o he inancial c isis cus ome s p e e anspa ency and simplici y, which
applies no only o he p oduc s hemsel es, bu also o hei p ice. Since cus ome s
cu en ly ha e a s ong need o sea ch o in o ma ion hemsel es, a bank ha o e s
some hing o hem in a clea and accessible o m, gaining a compe i i e ad an age
(W uuck, 2013).
In Table 6 we lis a numbe o banking p oduc s used in Czech Republic in 2012
as compa ed o 2014.
Da a s uc u e in Table 6 does no p o ide e idence ha would change he num-
be o p oduc s used o he pas wo yea s (p- alue = 0.4219). The a e age alue o
CSI is o ou amazemen has sligh ly dec eased by 0.07%.
The a e age alue o CSI as pe ou da a is ela i ely low, indica ing ha banks in
Czech Republic ha e qui e in e es ing sales oppo uni ies. H7 is con i med pa ially.
Table 7 shows he numbe o banks being used by in he esponden s Czech
Republic in 2012 and 2014.
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ГРОШІ, ФІНАНСИ І КРЕДИТ
ГРОШІ, ФІНАНСИ І КРЕДИТ
Wha dissa is ies you he mos in he
bank? (you can p o ide up o 3 answe s)
CR in 2012, %
CR in 2014, %
p- alue
1. Slow se ice in a b anch
22.60
18.74
0.2180
2. Poo quali y o elec onic banking
1.86
4.14
0.1142
3. High p ice o p oduc s and se ices
65.33
63.84
0.7241
4. Poo accessibili y o b anch
9.60
6.10
0.0910
5. Impe sonal app oach
13.62
15.25
0.5944
6. Low accep ance o my needs
13.31
16.99
0.1933
7. O he (a ogance o pe sonnel, misuse o
inancial illi e acy o clien s)
0
17.86
–
No e: – indica es ha he alue can no be calcula ed.
Table 6. Numbe o banking p oduc s being used in Czech Republic, own sou ce
Table 7. Numbe o banks used in Czech Republic, own sou ce
Indi idual pai wise es s o p opo ions con i med he end o decline in he
numbe o 3 o mo e banks, bu i is no clea whe he his was e lec ed in he use o
wo banks, o jus one bank. Al hough p- alue in he o e all es appea ed o be
0.0570, due o he small de ia ion om 5%, ou esul s could be conside ed as con-
clusi e.
The a e age alue o NBI in 2014 compa ed o 2012 dec eased only by 0.12%.
H8 is ejec ed.
Conclusions. Sa is ac ion and loyal y o bank cus ome s ep esen a signi ican
de e minan o u u e g ow h in inancial pe o mance o comme cial banks. In his
con ex i is impo an ha bank manage s de o e ull a en ion o c ea ing hose
aspec s ha enhance cus ome sa is ac ion and cus ome loyal y o banks. The e a e
many op ions and app oaches o boos cus ome sa is ac ion and cus ome loyal y.
Ou esea ch shows ha i is impo an o pay a en ion o pe sonal communica ions
wi h clien s, seek cus ome com o in implemen ing banking se ices and p o ec ing
hei inancial in e es s. I was ound ou ha clien s in Czech banking sec o su e
om low le el o pe sonal ecogni ion, insu icien supply o bank p oduc s and ela-
i ely low a e o in e es o bank employees o sol e hei inancial p oblems. Ou
esea ch, like o he esea ches on his opic has been somewha limi ed by he num-
be o esponden s. Ne e heless, i is expec ed, ha i may be bene icial o inspi a-
ion o banking execu i es o imp o e a ibu es o sa is ac ion and loyal y o bank
employees. We ha e a empled o compa e he e olu ion o sa is ac ion, impo an
a ibu es o sa is ac ion and dissa is ac ion in a ce ain ime ame, he e we gained
qui e an objec i e and ai iew o he si ua ion in Czech banking sec o . Ou u u e
esea ch will ocus on he quan i ica ion o he e ec s om sa is ac ion g ow h and
inc ease o loyal y le el o banking clien s o g ow he inancial pe o mance o com-
me cial banks h ough he g ow h in sales o banking p oduc s o sa is ied cus ome s.
The de e mined a e o CSI allows us assume ha in Czech banking sec o he e
exis s an e ec i e demand o banking se ices.
322
АКТУАЛЬНІ
АКТУАЛЬНІ ПРОБЛЕМИ ЕКОНОМІКИ №12(162), 2014
ПРОБЛЕМИ ЕКОНОМІКИ №12(162), 2014
ГРОШІ, ФІНАНСИ І КРЕДИТ
ГРОШІ, ФІНАНСИ І КРЕДИТ
How many banking p oduc s (cu en accoun ,
consume c edi , mo gage e c.) you a e
cu en ly using?
1 p oduc
2 p oduc s
3 p oduc s
4 p oduc s
and mo e
Numbe o esponden s in 2012, %
26.00
35.91
23.22
14.86
Numbe o esponden s in 2014, %
27.67
39.21
18.15
14.59
p- alue
0.6600
0.3883
0.1299
1.0000
χ2 = 2.7974
0.4219
The a e age alue o CSI*2012 = 2.27
CSI*2014 = 2.20
No e: * CSI (C oss Selling Index – he numbe o p oduc s / 1 bank clien ).
Indica e he numbe o banks whose
p oduc s and se ices you use
CR in 2012, %
CR in 2014, %
p- alue
1 bank
48.30
54.68
0.0910
2 banks
36.53
35.29
0.7795
3 and mo e banks
15.17
10.03
0.0390
χ2 = 5.7800 / p- alue = 0.0570
NBI*2012 = 1.67 / NBI*2014 = 1.55
No e: * NBI ( he a e age numbe o banks used).
Acknowledgmen s. The au ho s a e hank ul o he In e nal G an Agency o FaME
TBU No. 005/IGA/FaME/2014: "Op imiza ion o pa ame e s o he inancial pe o m-
ance o he comme cial bank", o inancial suppo in ca ying ou his esea ch.
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Стаття надійшла до редакції 12.08.2014.
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ACTUAL PROBLEMS OF ECONOMICS #12(162), 2014
ГРОШІ, ФІНАНСИ І КРЕДИТ
ГРОШІ, ФІНАНСИ І КРЕДИТ