RESEARCH OF CONSUMER PREFERENCES AND CONSUMER SATISFACTION LEVEL IN THE BANKING SECTOR

Consumer behavior and its final buying decision are influenced by various factors, consumer preferences, preferences, habits, lifestyle, current situation, previous experience, etc. The task of the seller and the manufacturer is to acquaint consumer habits and preferences and to discover consumer desires and needs, and furthermore to offer the product/service in accordance with the consumer needs, which guarantees their business success. That means, they also need to customize the existing products/services to consumers. Due to a big competition on the market nowadays, companies must invest a lot of effort to explore specific needs and desires and gain customer confidence in order to keep existing and attract new customers. The main purpose of this research paper is to explore consumer behavioral psychology in the banking sector, to explain the factors that influence the bank's final selection, to conclude the key consumers' preferences and to evaluate the criteria according to which consumers estimate banking services. Based on the objectives of the research, the basic hypothesis in the work was also determined: Consumer perceptions and attitudes on the quality of banking services have a significant influence on the level of satisfaction and thus on the success of banking operations. The consequences of customer dissatisfaction with the quality of banking services are: income reduction, loss of reputation, loss of customers and loss of competitive ability. The problem of research is defined as the degree of service quality and satisfaction in the banking sector. The research was realized with the aim of understanding the key features and analysis of consumer behavioral psychology in the banking sector. A structured questionnaire with a formal list of questions was used. The sample consisted of 231 (n=231) randomly selected consumers.banking users. The survey included the users of several banks represented in the Una-Sant Canton.