Młodzi oraz starsi klienci banku – ich zachowania i ocena działań marketingowych
Young and senior bank clients – their behavior and evaluation of marketing activities

Summary/Abstract: The paper analyzes behavior and evaluation of marketing activities for young (age up to 25 years) and senior clients (over 65 years), being clients of a cooperative bank, operating in the Podkarpackie viovodeship. Analyzed issues are related to: factors influencing the choice of the bank, period, type and form of using the services, marketing activities affecting the bank's customer loyalty, the importance of loyalty programs, evaluation of promotional activities and proposals of clients connected with making service offerings more attractive. Age turned out to be the factor significantly differentiating both behavior as well as assessment of functioning of the bank.

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