Rate vs service: what is really important for Russians when choosing a loan

Bank customers evaluate not only the interest rate, but also how the service is built. This was told by Olga Solovyova, Head of Customer Experience Development at DOM.RF Bank, presenting the results of the study at the conference “Lending and Risks in a Retail Bank”, organized by The Retail Finance magazine.

According to the study, the rate remains the main criterion when choosing a bank for a loan.

However, the main obstacle at the stage of registration for customers is the inconvenient process of obtaining a loan: 38% indicated it. Another 29 percent said they lacked the approved amount. A high rate or expensive insurance was the reason for a possible rejection for 27%. The short term of the approved decision was called 7%.

Negative experience also affects the further relationship of the client with the bank. According to the data presented, 33% of respondents prematurely close a consumer loan within 6-24 months if faced with uncomfortable service.

Another notable trend in consumer lending Olga Solovyova called the growth of interest in refinancing. This goal was the most popular among the study participants: it was indicated by 37% of respondents.

In second place is housing repair, where 32% are ready to take a loan. Purchase of a car – 13% of participants, construction or purchase of housing – 12%. Another 4% of respondents indicated a vacation.

The study was conducted from April to August 2026 in all regions of Russia.