MARKETING APPROACH TO E-DISTRIBUTION OF MODERN BANKING PRODUCTS

Svetlana Mihić, Danijela Dašić and Dejan Supić

Ekonomika, Journal for Economic Theory and Practice and Social Issues, 2015, vol. 61, issue 2, 14

Abstract: Modern technological progress changes the way of business and have great impact on business effectiveness and efficiency. Influence of Internet on banking is huge and a lot of banks are motivated to change business strategy in order to keep the competitiveness in the modern market. Besides, internet banking brought in new clients and requests in terms of having more flexible and less expensive business. The main goal of this study is to show clients satisfaction with services which are the result of modern marketing in banking as well as customer loyalty and the end result is the realization of profits in the banking sector. During this research it was used combined questionnaire - Likert’s scale as well as other statistical methods. Research results show, also, the next step needed for successful implementation of modern business methods. It would be a financial indicator of service quality (before use of marketing strategies and distribution channels) as well as those indicators which would be received after distribution of banking services and products. Modern banking should find its own base with new technologies which are moving point of distribution from supplier towards the customer / client.

Keywords: Marketing (search for similar items in EconPapers)
Date: 2015
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Persistent link: https://EconPapers.repec.org/RePEc:ags:sereko:206531

DOI: 10.22004/ag.econ.206531

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