Monitoring satisfaction and accessibility for the population of financial services provided in the Leningrad region
The modern digital environment in many respects sets user trends not only in the banking services market, but also contributes to the formation of new strategic decisions in the field of banking products marketing. The study demonstrates a steady trend towards rejuvenating the target audience of demand for a number of leading banking products, such as car loans, mortgage lending. The results of a study of satisfaction with the services of financial institutions allow us to conclude about the impact of the digital environment and security on consumer choice. It is shown that it is important to transfer the positions of satisfaction / dissatisfaction from one product to another, which generally affects consumer choice.