Bank customers satisfaction: Case studies from czech republic

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. 315 ГРОШІ, ФІНАНСИ І КРЕДИТ ГРОШІ, ФІНАНСИ І КРЕДИТ ©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. 316 АКТУАЛЬНІ АКТУАЛЬНІ ПРОБЛЕМИ ЕКОНОМІКИ №12(162), 2014 ПРОБЛЕМИ ЕКОНОМІКИ №12(162), 2014 ГРОШІ, ФІНАНСИ І КРЕДИТ ГРОШІ, ФІНАНСИ І КРЕДИТ 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). 317 ACTUAL PROBLEMS OF ECONOMICS #12(162), 2014 ACTUAL PROBLEMS OF ECONOMICS #12(162), 2014 ГРОШІ, ФІНАНСИ І КРЕДИТ ГРОШІ, ФІНАНСИ І КРЕДИТ 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- 318 АКТУАЛЬНІ АКТУАЛЬНІ ПРОБЛЕМИ ЕКОНОМІКИ №12(162), 2014 ПРОБЛЕМИ ЕКОНОМІКИ №12(162), 2014 ГРОШІ, ФІНАНСИ І КРЕДИТ ГРОШІ, ФІНАНСИ І КРЕДИТ 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 319 ACTUAL PROBLEMS OF ECONOMICS #12(162), 2014 ACTUAL PROBLEMS OF ECONOMICS #12(162), 2014 ГРОШІ, ФІНАНСИ І КРЕДИТ ГРОШІ, ФІНАНСИ І КРЕДИТ 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 < 0.01 320 АКТУАЛЬНІ АКТУАЛЬНІ ПРОБЛЕМИ ЕКОНОМІКИ №12(162), 2014 ПРОБЛЕМИ ЕКОНОМІКИ №12(162), 2014 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 ГРОШІ, ФІНАНСИ І КРЕДИТ ГРОШІ, ФІНАНСИ І КРЕДИТ 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. 321 ACTUAL PROBLEMS OF ECONOMICS #12(162), 2014 ACTUAL PROBLEMS OF ECONOMICS #12(162), 2014 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 ). 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