Factors Influencing Clients' Choice of Classical or Electronic Banking Services in Moscow

The master's thesis is devoted to identifying factors that influence on clients' choice of classical or electronic banking services in Moscow to form practical recommendations to banks for interacting with the target audience. During the research there were considered the most significant scientific works in the context of the chosen topic, based on literature review parameters were selected for further analysis, also the situation on the market of electronic banking services in the Russian Federation was observed. As the method of research, the author has chosen TRI * M Methodology, which is actively used by modern banks to identify potential development points and formulate a strategy for improving the quality of service. The method of collecting information is an Online survey, in result of which 405 responses from respondents were collected. Then, 3 models were built for clients of different types of banks, after it, using the Chow test was determined that it is expediently to divide clients of banks with respect to their income level. As a result, nine TRI * M GRID models were built for clients of different types of banks with different income levels, recommendations were given to key players in the banking industry and factors that are significant to clients in choosing a bank were identified. In the " client of classic bank" group, the key selection factors are: reliability, developed Internet services, quality of service. In the "client of two banks" group (clients of the classic bank) noted following parameters: reliability, quality of service, proximity to the home and the number of ATMs, also state support. Clients of electronic banks selected this type of bank for several reasons: quality of service, time savings, 24/7 technical support, profitable offers, ease of service, beneficial loyalty programs, innovation.