Acta Universitatis Danubius. Œconomica, Vol 9, No 1 (2013)

Abstract

In this paper we present relevancy and importance of knowing the reasons on clients’ migration to competitive banking institutions. The main reason of being the client of several banks is that due to the fierce competition between credit institutions, the banking market has changed. Based on a case study within the Raiffeisen Bank we researched and presented the reasons for discontinuation of bank connection and the migration of clients to other banks. The used research methodology consisted of the application of analysis point of contact by sending a questionnaire through which there could have been identified 105 migrating clients, out of which 89 were former clients of Raiffeisen Bank. Since both in the specialized literature and in practice there is very little information about migration behavior of banking clients - especially in the category of small and medium enterprises - the present research was not limited to the Raiffeisen Bank clients, but to all 105 respondents who discontinued totally or partially their connection with the bank. It can be concluded that the attitude of the bank clients has a considerable influence on the migration behavior. The most “infidel” banking clients are considered in the category of “clients oriented towards the conditions.”