AT THE INTERSECTION OF BEHAVIORAL ECONOMICS AND MARKETING: RESEARCH OF BEHAVIOR OF CONSUMERS OF PRIVATE BANKING SERVICES

Galina S. Timokhina ()
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Galina S. Timokhina: Plekhanov Russian University of Economics

Annals of marketing-mba, 2019, vol. 4

Abstract: The article is devoted to the analysis of the behavioral attitudes of consumers of private banking services in relation to the choice of preferred personal communication channels and methods of performing banking transactions based on the application of behavioral economics and marketing science provisions. The author proposed a marketing interaction model that complements the results of the analysis.

Keywords: behavioral economics; marketing; consumer; private banking (search for similar items in EconPapers)
JEL-codes: D12 M31 (search for similar items in EconPapers)
Date: 2019
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Persistent link: https://EconPapers.repec.org/RePEc:mmb:journl:articl_v4_28_19

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