Digital Marketing In Retail Banking – Analysis Of Managers’ Attitudes

Lulzim Rashiti, Art Shala and Xhevat Sopi
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Lulzim Rashiti: University of Gjilan “Kadri Zeka”
Art Shala: University of Gjilan “Kadri Zeka”
Xhevat Sopi: University of Gjilan “Kadri Zeka”

Business Management, 2023, issue 2 Year 2023, 23-46

Abstract: This study explores the digitalization of the banking sector in Serbia and the attitudes of bank managers towards digital communication channels and the future of the industry. A survey was conducted with 87 bank mangers of marketing departments. Descriptive statistical methods were used to analyse the research data and to describe the attitudes of the managers regarding the purpose of the paper. Firstly, there is a positive correlation between a positive attitude towards digital retail banking services and motivation for their current use in Serbia. Most respondents (75.9%) believe that digital sales channels will replace traditional bank branches in the foreseeable future. This reflects a general acceptance and recognition of the role of digitalization in the banking sector. In this regard, 24.2% believe that digital transformation is critical for driving business performance and increasing market share. This research contributes to the growing body of knowledge on digital transformation in the banking sector and provides valuable insights for banks in Serbia and beyond.

Keywords: digital marketing; retail banking; manager’s attitudes; social networks; digitalization (search for similar items in EconPapers)
JEL-codes: G21 M31 (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:dat:bmngmt:y:2023:i:2:p:23-46

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