Abstract:

After the global financial and economic crisis, the competition in the banking market has intensified significantly. A common suggestion is that banks have to focus on the needs, wants, expectations and requirements of clients. To be successful in this competitive fight, banks ought to respond to the growing competition in the banking market by usage of market segmentation techniques. Although banking sector have been a topic of interest to many studies and researches since 1960s and 1970s, students as a specific banking segment was not for a long time in the center of attention of researchers. This article focuses on the students as a specific segment of banking sector, their wants and needs. This paper is based on a data that were gathered through author’s research and processed with appropriate statistical methods. Results of the author’s research indicate that students have a positive attitude towards modern technology they are not willing to pay high bank fees and use mainly several banking products and services. Author stated several hypotheses to tested relationship between gender and other variables that were confirmed or rejected at the 99% confidence level.