Abstract
With the growing importance of the financial industry, financial service companies need to better understand the behavior of consumers and develop effective marketing strategies accordingly. This study examines the key determinants in the of financial services customers. According to the study, with branches, product profitability, corporate stability, convenience and relational benefits have an impact on the levels. In particular, branch satisfaction was a vital factor for bank-centered customers, while product diversity was a key for securities-centered customers. This study will hopefully benefit not only financial companies, but also regulators and authorities in the finance industry.
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