Use of social networks in banking: a study in the Czech Republic

Petra Maresova, Blanka Klimova and Vojtěch Tuček

Applied Economics, 2015, vol. 47, issue 57, 6155-6169

Abstract: Social networks are becoming more and more important nowadays. Apart from regular users of the Internet, companies have started to use them in their business. Their potential is that a great number of people, future clients of big companies, use them on a daily basis. Thus, the aim of this article is to analyse the use of social networks in the banking sector of the Czech Republic, particularly with respect to customer support. The methods of this study include common data analysis and professional analysis. Common data analysis consists of the evaluation of public data from social networks and web pages of the selected bank institutions. The professional analysis is conducted by paid professional analytical tools that provide more detailed statistics. The findings of the study show that social networks are now well-established tools for the Czech banks to attract both their current and potential clients. The Czech banks seem to care about their clients by trying to meet their needs. Customer care and services provided, however, differ with type of bank.

Date: 2015
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DOI: 10.1080/00036846.2015.1064083

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