Marcin Idzik

Banking Diversity and Trust in Banking Services

The objective of the research was to identify the determinants of trust in the banks in Poland. In 2006–2016, the role of the factors determining trust changed. Banks are expected not only to provide security and high-level services, but also to be responsible, honest, fair, principled and truthful. There is strong polarization and radicalization in the social evaluation of banks. Diversification of trust in the brands of individual banks is growing. The analysis covered 2004–2016. The research used the grade model of trust, Structural Equation Modeling, the CHAID analysis, touchpoints mapping and Latent Gold segmentation.

Klasyfikacja typologiczna kredytobiorców hipotecznych z wykorzystaniem modeli klas ukrytych

The holders of the mortgage loans constitute more than 6 percent of the individual customers of banks. In a wide-spread opinion, this group is regarded as homogeneous; however, the sociodemographic features not only do not explain, but actually conceal the diversified circumstances of the decisions made by the mortgage borrowers on the financial market. The diversifying factors are as follows: the psychographic profile, the attitude towards taking risks, the knowledge about the finances, caution, the inclination to get indebted and make savings. The objective of the research was to isolate homogeneous segments of the mortgage loan holders in terms of the circumstances of making consumer decisions on the financial market. Five homogeneous groups of mortgage borrowers were selected in terms of circumstances and motives behind the decisions on the financial market. This segmentation was conducted using latent class models (LCA). Latent class models enabled us to identify the feature subtypes connected with each other which are not recorded in a traditional approach. The research was conducted using a CAPI method on a nation-wide representative sample of mortgage loan holders of N=900, out of which N=800 were borrowers in Swiss francs, and N=100 were borrowers in Polish zlotys. The research was conducted by TNS Polska in March 2014 and second wave in March 2015 r.