After 2010, several low-cost banks were founded in the Czech Republic. Thanks to their strategy and customer approach, these banks considerably differed from traditional banks established on the Czech market in the 1990s. Especially in large cities, the new banks quickly gained popularity and started stealing clients from the traditional banks, which have thus seen a severe loss of clients. This diploma thesis compares one new and one traditional bank - Air Bank and ČSOB. It explores the differences in their marketing communication and surveys clients to see what makes people leave ČSOB and join Air Bank. Based on the data collected, the thesis gives a set of recommendations for both banks to improve their situation in the future.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:206962 |
| Date | January 2015 |
| Creators | Matějka, Václav |
| Contributors | Postler, Milan, Průša, Přemysl |
| Publisher | Vysoká škola ekonomická v Praze |
| Source Sets | Czech ETDs |
| Language | Czech |
| Detected Language | English |
| Type | info:eu-repo/semantics/masterThesis |
| Rights | info:eu-repo/semantics/restrictedAccess |
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