Miejsce zewnętrznego wizerunku banku jako pracodawcy wśród determinant wyboru oferenta produktów bankowych
The Place of the Bank’s External Image as an Employer Among the Determinants of the Choice of the Offeror of Bank Products

Summary/Abstract: The aim of the study was to determine and hierarchically order the determinants of the choice of the offeror of the bank products by the customers. This article has a research nature. Empirical research took the form of a survey. They were carried out in thefirst half of 2015 on group of 1000 adult clients of banks living in Lubelskie, Mazowieckie and Lodzkie voivodeships. The survey results show that the respondents choosing the bank product offeror most paid attention to the bank’s financial situation, the timely execution ofthe orders and the guarantee of a high level of security of deposited funds against cybercriminals. The positive external employer image of the bank in the respondents’ opinions wasnot a significant determinant of the choice of the bank’s offeror. Therefore, it can be concluded that banks seeking to attract new customers should skillfully expose actions that affectthe level of safety of their products.

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