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Izvestia Journal of the Union of Scientists - Varna. Economic Sciences Series

The professionalism of bank staff as a key factor in customer migration in retail banking

Radina Momchilova

Abstract

In today's dynamic and technology driven market reality, characterized by increased consumer expectations, classical retail banking faces unprecedented challenges. Offering individualized financial solutions, building long-term relationships with customers and minimizing client migration are key factors in maintaining the leadership position of banks in the market segment under consideration. The research objective in this paper is focused on defining the impact of the bank staff's professional qualities on the decision of customers to remain loyal to their financial services provider or to migrate to a competitive institution. The conducted online survey and the subsequent analysis prove that the professional performance of bank employees is a critical factor that determines the migration attitudes of retail banking clients in Bulgaria.

Keywords

customer migration, customer loyalty, banking staff, professionalism, retail banking

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