KEY DETERMINANTS OF BANK SELECTION AS THE BASIS FOR STRATEGIC POSITIONING

In contemporary market environment the bank selection and satisfaction with existing bank is influenced by a larger number of individual and collective factors. The authors consider that the most efficient in achieving the established goal is the strategy of positioning. Results of the authors’ research suggest that each of the banks will have to use the combination of several strategies, it is only a question of selection of those which are most adequate for concrete bank and its possibilities and relations at the market. By analvsis of received results they established that there was no statistically remarkable difference in services estimates of banks among clients who used services of more banks in relation to those who used one bank.