PRICE ATTRIBUTES OF THE IMAGE OF COOPERATIVE BANKS

Purpose: The study's main objective was to assess the image of cooperative banks and identify bank image attributes related to the price of basic financial services.Design/methodology/approach: The main source of data for analysis and inference was primary information from my own research.The research was conducted in 2022 on a sample of 400 respondents.A survey method was used in the study conducted.Elements of the I. Szlis measurement scale were used to assess the image and its attributes.Descriptive statistics methods and one-way analysis of variance (F statistic) were used to analyse the empirical material.Findings: The research carried out made it possible to assess the image of cooperative banks in the retail customer segment.According to the survey, customers rated the image of banks organised on a cooperative basis -neutrally.The image of cooperative banks is assessed primarily by evaluating their ability to provide security in the broadest sense.Customers then consider distribution elements, followed by price-related differentiators for financial services.Among these attributes, the most important in the process of creating an image of banking cooperatives are the fees associated with the bank account.Research limitations/implications: Due to the local nature of the cooperative banks' operations, the study area was narrowed down to the selected region.Practical implications: To obtain information for cooperative bank managers on the current image of cooperative banks and its attributes.This information will allow appropriate image communication tools to be used to change the price image of these organisations.Social implications: Strengthening the image of cooperative banks in society as banks providing modern financial services.Originality/value: The research carried out has made it possible to broaden the scope of previous studies related to the image of banking companies, which have so far primarily concerned the commercial banking sector.They also helped to fill a theoretical gap regarding the pricing attributes of a bank's image.