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.

Do Gender and Age of bank clients have an impact on Bank Card usage?

“…This question arises: Why some clients use one form or another of service or payment? When it comes to the services' sector, such as the banking sector, consumer behavior analysis becomes more complex and difficult to understand and analyze (Fejza, Bajrami, & Livoreka, 2018). Services design in the banking sector, according to Chaker (2015) is very different from design in manufacturing, because services are intangible, warranty or repair processes are not as important as recovery or reimbursement processes.…”