BANKING ANALYSIS PROSPECTS CUSTOMER BEHAVIOR

Banks are increasingly directed towards improving the quality of its services, primarily through the analysis of behavior and satisfaction of its clients. The Bank's previous period shifts in the market were largely based on technological advances that allowed continuous creation of new services, regardless of the individual customer needs. Little has been done regarding the analysis of customers, and establishing a database that would include information on the nature of the client. In order to personalize approach to client's needs, the most influential factors were analyzed by the client's behavior, especially cultural, psychological, social and personal factors. The analysis found why the client, in certain situations, makes different choices regarding the absence of purchase. The paper aims to highlight the possibilities for modeling future decisions of the bank's customers on the basis of variable access to their users.