Creating Value for Clients using a Holistic Approach in Banking Marketing

This paper investigates how marketing mix strategies' design affects customer value creation. The presents the results of empirical research conducted through a questionnaire that aims to show and determine which elements are key in choosing bank, extent branches digital services used, satisfaction, loyalty, experience for quality assessment what reasons why clients would leave current bank choose competing bank. indicate availability products is important with support increases user experience, application innovative technologies creating new offers, friendly, educated, friendly staff channels. Respondents state changing bank: lack branches, unfriendly or unprofessional staff, unsatisfactory service, excessive fees, more.