CUSTOMER BEHAVIOR IN COMMERCIAL BANKS OF KOSOVO

Abstract

Taking into account the importance of analyzing and studying consumer behavior, it was seemed necessary to conduct a research on this issue. As part of this research, consumer behavior in the Kosovo's Commercial Banks were studied and analyzed. This study is divided into the three main parts: the first part of the study includes a review of various literature, publications and scientific journals related to understanding the role and importance of consumer behavior in enterprises. The second part of the study includes a survey questionnaire with a 500 individual client sample base, randomly selected from commercial banks in Kosovo in order to determine behaviors of existing customers in the banking sector, and analyze various internal and external factors which influence such behaviors. Finally, data obtained from the literature review and questionnaire surveys were used to draw conclusions on issues central to this research and issue recommendations which may be useful to commercial banks currently operating in Kosovo.