20.500.12556/DKUM-99002 Vedenjski vzorci komitentov pri izbiri bančnih produktov Behavioural patterns of clients in the selection of banking products Klasična ekonomska teorija predpostavlja, da posamezniki pri finančnih odločitvah ravnajo racionalno, vendar sodobne raziskave vedenjskih financ dosledno kažejo, da na odločitve komitentov pomembno vplivajo tudi psihološki dejavniki in kognitivne pristranskosti. Diplomsko delo obravnava vedenjske vzorce komitentov bank pri izbiri različnih bančnih produktov , kot so varčevalni računi, krediti ter investicijski instrumenti, in sicer skozi prizmo teorije obetov in z njo povezanih konceptov; averzije do izgub, efekta uokvirjanja ter odnosa do tveganja. Na vzorcu 150 komitentov bank, ki poslujejo na območju Slovenije, je bila izvedena anketna raziskava, s katero so bile preverjene štiri zastavljene hipoteze. Rezultati so v veliki meri potrdili smernice, ki jih narekuje teorija obetov, ugotovitve pa potrjujejo, da odločanje komitentov pri izbiri bančnih produktov in storitev ni popolnoma racionalno, in bankam poudarjajo pomen preglednega ter transparentnega komuniciranja ter razvoja ponudbe, ki upošteva dejansko vedenje njihovih strank. Classical economic theory assumes that individuals act rationally when making financial decisions; however, contemporary research in behavioural finance consistently shows that psychological factors and cognitive biases also significantly influence customers’ decisions. This thesis examines the behavioural patterns of bank customers when choosing various banking products, such as savings accounts, loans, and investment instruments, through the lens of prospect theory and related concepts: loss aversion, the framing effect, and risk attitude. A survey was conducted on a sample of 150 bank customers operating in Slovenia to test four hypotheses. The results largely confirmed the guidelines dictated by prospect theory, and the findings confirm that customers’ decision-making when choosing banking products and services is not entirely rational; they also underscore the importance for banks of clear and transparent communication and the development of offerings that take into account the actual behaviour of their customers. teorija obetov averzija do izgub efekt uokvirjanja odnos do tveganja vedenjski vzorci bančni produkti Prospect Theory loss aversion framing effect risk attitude behavioural patterns banking products true true false A. Koletnik] Slovenski jezik Angleški jezik Diplomsko delo/naloga 2026-07-24 09:13:42 2026-09-08 14:01:53 2026-09-09 03:06:32 0000-00-00 00:00:00 2026 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 336.71 290401283 UN_Koletnik_Alja_2026.pdf UN_Koletnik_Alja_2026.pdf 1 84CE67445A6AF20D6732F250CF6F6AA5 d030a2ecc10beeccd394a9f26f583609fb8b325551a20e1f9a5757e9dceb7bee cadf57d4-a243-11f1-95cc-00155d0001be https://dk.um.si/Dokument.php?lang=slv&id=210769 Ekonomsko-poslovna fakulteta 0 0 0