The dependece of additional purchasing of banking products or services on the loyalty of banking customers in the Czech Republic

Abstract

Examination of the dependence between the bank customers' loyalty and additional purchases of banking products and services is a current area of scientific research. Relatively few scientific studies try to quantify this relationship. The aim of this article was to examine and quantify the dependence of interest in purchasing additional banking products on the loyalty of banking customers. During the research in 2014, we have divided our respondents into two groups, loyal and disloyal respondents and have compared their attitudes according to the loyalty and additional purchases of banking products. The differences in their attitudes were analyzed by Pearson statistical test. The results clearly declared that loyal customers are more interested in services which are offered by their own bank, when considering what to do with their savings or investments, when taking mortgages or purchasing other banking products or services. According to the results of our research, the loyalty of banking customers is transformed with different types of intensity into potential additional purchases of banking products and services.