Why do clients find some banks more attractive than others? In banking, clients perceive service quality as a combination of the staff’s hospitality and patience, credit interest rates and fees, the accessibility of mobile and internet banking, and more. This is only a fraction of what banks have to take into consideration when creating a business strategy.

To discover the key factors influencing consumer decisions in the banking sector, we conducted research among 600 respondents in Bosnia and Herzegovina. 

The research focused on identifying the most common buying journey in terms of opening an account or taking out a loan, reasons for choosing specific services, uncovering potential penetration barriers, and the brand presence in the customers’ decision-making process.

The research conclusions provided the client with a deeper insight into consumer purchasing behavior, allowing them to tailor their strategies and services to meet customer needs and enhance market competitiveness.