Zjawisko jednostronnych zmian zasad umów przez banki i ich wpływ na zachowania oraz lojalność klientów
The occurrence of unilateral changes in the terms and conditions of bank contracts and their impact on customer behavior and loyalty

Summary/Abstract: Banks, because of the specific nature of their activity, belong to a group of institutions enjoying high public confidence. With this in mind, they have to offer services of the highest quality, to raise confidence in customers, as well as to provide them with a sense of stability and security. A phenomenon that causes considerable anxiety among clients is the practice of unilateral changes in the contractual terms made by banks. The aim of the research undertaken by the authors was to describe attitudes and behaviours of bank customers towards unilateral amendments of contractual terms by the bank and the effect of this phenomenon on customer loyalty. The basic research material was a survey. The conducted studies resulted in creating a survey questionnaire consisting of 10 open-ended and semi-open-ended questions. The survey was conducted in 2013 among 100 customers of selected banks in the Tricity area, diversified in terms of age and monthly income. On the basis of the results obtained, it was found that despite a negative attitude of respondents (51%) towards unilateral amendments of contractual terms by the bank, this does not significantly affect customer loyalty.

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