Distribution channels of banking services: Attitudes and preferences of clients

Abstract

The purpose of this paper is to investigate how the development of information and communication technology affects the choice of distribution channels for individuals, users of banking services. The research aims to show and determine which factors influence natural users when choosing a bank, how technology development affects the distribution channels of banking services, which distribution channels are most represented in the banking sector and why, and whether banks invest enough effort in research its users as active participants in the process of distribution of financial services. The results of the research show that users of banking services are increasingly using digital distribution channels of banking services, of which mobile banking is the most represented, to become clients of a bank based on positive experience or previously opened an account by family. These are more complex services, but they prefer to go to the branch, and that banks do not conduct sufficient research on customer satisfaction, requirements and needs in terms of product or service development. The conclusions based on the conducted research represent valuable knowledge in this part, and only the research can be the basis for further research as well as the development of strategies for the management of distribution channels.