Banking marketing and its impact on consumer behavior

Consumer behavior is constantly changing. Banks must therefore adapt to customer demands in order to win their loyalty. Indeed, individuals are more and more individualistic and can therefore decide to change bank as soon as they are dissatisfied with the service offered or as soon as they encounter a difficulty. For banks, it is therefore essential to establish a marketing strategy focusing on customer relations and satisfaction. Since the international financial crisis which had a strong impact on banks and therefore on customers' assets, they are more and more wary of bankers' advice. Most of them prefer to get information online (social networks, websites, forums) or from their relatives. Banks have therefore tried to find solutions in order to satisfy the customers' demands as well as possible. In view of the rapid growth of technologies, the branches have been modernized and now allow to have a constant proximity with the customers in order to advise them through live videos or physically.

Autorentext

Anaïs AMMOR é licenciada em Finanças pelo IAE de Paris e actualmente estudante na EM Lyon. Os seus trabalhos académicos centraram-se no comportamento dos clientes bancários franceses. De facto, durante os seus estudos superiores, trabalhou como consultora financeira num banco. Por conseguinte, era importante abordar este tema.