This thesis seeks to analyze the behavior of customers who have various savings products, whether they are sight account or term deposits, trying to understand what are the determining factors that lead customers to make a switch in these products. Another variable that is considered in the study is the switching cost phenomenon and how this could condition the market, either by making it difficult for customers to change providers or directly damaging the financial market, as this would increase the entry barriers for the competition. And finally, the sensitivity of customer demand is examined, considering the variations of the financial market agents in interest rates.