The institution lacked empirical insights into the loyalty patterns of this young customer segment, assuming that young adults were particularly prone to switching banks due to short-term incentives. This knowledge gap presented a strategic risk, especially given increased competition from fintech and digital banking providers targeting younger customers.

A quantitative online survey was conducted among apprentices aged 15-19 within defined regional areas, obtaining statistically relevant responses. Descriptive statistics and chi-square tests were applied to assess factors such as trust, satisfaction, switching behaviour and digital preferences, guided by established marketing and microeconomic theories on customer loyalty.

Findings revealed that family significantly influences initial bank choice, whereas long-term loyalty depends primarily on digital user experience, ease of use and competitive pricing structures. Contrary to expectations, minor financial incentives were insufficient to trigger bank switching. However, the introduction of additional fees posed a substantial risk of customers switching. Enhanced digital tools emerged as essential in retaining younger customers. For the institution, the research outlines clear strategic suggestions: prioritize investments in digital platforms, maintain competitive pricing and use family influence for customer acquisition. Implementing these recommendations could strengthen customer retention, supporting the institution’s long-term market position.