Consumer behavior in banking services has changed significantly due to technological advancements, shifting societal values, and evolving customer expectations. This paper aims to comprehensively understand the theoretical and methodological foundations that underlie these changes. By conducting a literature review, this study examines critical theoretical frameworks, such as the theory of planned behavior, technology acceptance model, and customer engagement theory, which offer insights into the factors influencing consumer behavior in the banking sector. Moreover, it explores methodological approaches, including surveys, interviews, and data analytics, employed to investigate and analyze consumer behavior patterns. By synthesizing existing knowledge, this paper provides valuable insights for academia and industry, helping to shape strategies that effectively adapt to the evolving dynamics of consumer behavior in the banking services market.
Thе articlе is dеvotеd to thе pеculiaritiеs of consumеr bеhavior managеmеnt basеd on digital tеchnologiеs. The article discusses the strategies of advertising and promoting products or services using digital marketing tools in modern business, as well as the effectiveness of information about products and services reaching consumers through digital platforms.
This article examines the peculiarities of the behavior of applicants as consumers of educational services. The author analyzes sociological approaches to the definition of the concept of "educational service".
The article is devoted to the study of theoretical aspects of the formation of consumer behavior in the educational services market. The author reviews the basic concepts and theories underlying the understanding of the mechanisms influencing the choice and perception of educational services by consumers. The article examines the actors influencing the formation of consumer preferences in the field of education, including sociocultural, economic and psychological aspects.
