CHOICE OF BANKING ON THE PERSPECTIVE OF STATED PREFERENCE

Abstract

This article brings the results of a research that has seek to identify, firstly, which attributes are seriously taken into consideration by customers in banking services choice.  Second, the research has aimed to figure out customer preferences for certain banking services. We have stratified the customers surveyed based on: income class, age, gender and education level. The research allowed the utility funcion estimation of customers surveyed through stated preference method. The attributes pointed out by costumers in banking services choice are: tariff, serving, trustfully, accessibility and institution flexibility.