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Abstract
The aim of the research was to assess the image of cooperative banks in the retail client segment and to identify the factors that determine it. The subject of the research was the actual image of cooperative banks in the retail client segment. Primary information from own research was the main source of data. The survey method was used in the research (n = 400 respondents). The following methods were used to analyze the empirical material: descriptive statistics methods and one-way analysis of variance (F statistics). Based on the conducted research, it can be concluded that the actual image of the analyzed group of banks was assessed as neutral. Opinion on cooperative banks varied depending on gender, age and average monthly income per person in the respondent’s family. As the analysis shows, the assessment of the image of cooperative banks by individual clients is performed by assessing the ability to ensure security. The elements of the visual identification system were considered the least important in assessing the actual image of the bank. In the opinion of the respondents, cooperative banks are reliable institutions, meeting customer expectations, acting in a responsible manner and solving problems quickly. On the other hand, clients did not notice the innovativeness of cooperative banks, which in terms of technological innovations are not inferior to commercial banks. Therefore, bank managers should take a number of actions and initiatives aimed at changing the actual image of cooperative banks in this area.