Abstract:

The study presents the results of empirical research aimed at identifying students’ attitudes to banking services. Despite the fact that students, in general, are not yet active consumers in the banking services market, they are getting ready for playing new social roles that require direct interaction with the banking sector of the economy. Banks should develop loyalty programs to establish long-term relationships with students until they move to the age group which is more reliable for the bank. It is necessary to take into account readiness of students for innovations, age-specific maximalism and categorical judgments, as well as other values and interests, different from those of the older generation.