Understanding Gen Z's Banking Preference: What are the factors that impact the bank selection of Generation Z, and is providing benefits an effective strategy to attract this generation as bank customers?

Abstract

The research project is conducted in the Swiss financial industry, with a specific focus on a local bank in Switzerland, which has just transitioned into an autonomous cooperative company. The bank seeks to strengthen connections with the demographic of clients aged 12 to 26, acknowledging the significance of this group for its future expansion.