MARKETING APPROACH TO E-DISTRIBUTION OF MODERN BANKING PRODUCTS

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.


Editor(s):
Simonovic, Dragoljub
Simonovic, Zoran
Subject(s):
Issue Date:
Jun 25 2015
Publication Type:
Journal Article
DOI and Other Identifiers:
Ekonomika Vol 61 Issue 2 pp 69-82 2015 (Other)
PURL Identifier:
http://purl.umn.edu/206531
Published in:
Ekonomika, Journal for Economic Theory and Practice and Social Issues, Volume 61, Issue 2
Page range:
69-82
Total Pages:
14
JEL Codes:
M3; O33




 Record created 2017-04-01, last modified 2018-01-23

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