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At The Intersection Of Behavioral Economics And Marketing: Research Of Behavior Of Consumers Of Private Banking Services

Author

Listed:
  • Galina S. Timokhina

    (Plekhanov Russian University of Economics)

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.

Suggested Citation

  • Galina S. Timokhina, 2019. "At The Intersection Of Behavioral Economics And Marketing: Research Of Behavior Of Consumers Of Private Banking Services," Annals of marketing-mba, Department of Marketing, Marketing MBA (RSconsult), vol. 4, December.
    • Handle: RePEc:mmb:journl:articl_v4_28_19
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    File URL: http://www.marketing-mba.ru/article/v4_19/Timokhina.pdf
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    Keywords

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    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis

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