Digitalna platforma marketing koncepta poslovnih banaka Republike Srpske.
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| Title: | Digitalna platforma marketing koncepta poslovnih banaka Republike Srpske. (Bosnian) |
|---|---|
| Alternate Title: | Digital platform of marketing concept of business banks of the Republic of Srpska. (English) |
| Authors: | Gavrilović, Zvjezdana |
| Source: | Financing; mar2018, Issue 1, p25-30, 6p |
| Subject Terms: | BANKING industry, CAPITAL market, MARKETING mix, BIVARIATE analysis, INFORMATION & communication technologies |
| Company/Entity: | INTERNATIONAL Business Machines Corp. |
| Reviews & Products: | SPSS (Computer software) |
| Abstract (English): | The size of the banking capital in the global market, the unscrupulous competition makes bank marketing a key factor of survival, achieved by customer satisfaction, as only a satisfied client guarantees profit. In order to achieve this, it is necessary to monitor the contemporary trends of banking development that implies the application of modern information and communication technology. This work is concerned with the research of the correlation between digitization and the marketing mix instruments of commercial banks whose coherence is achieved by the stated objectives of commercial banks. The main goal of the conducted research was to determine how digitalization supports the implementation of the marketing concept of commercial banks in the Republic of Srpska. A correlation analysis method was used to examine the correlation between certain phenomena or variables. This method is a bivariate correlation analysis, using the Spirman coefficient of correlation (r). The study was carried out in statistical data processing software "Statistical Package for the Social Sciences" (SPSS IBM 21). The research concluded that the essence of marketing concepts of commercial banks was not changed by the digitization process, which was confirmed on the basis of statistical analysis and obtained results, which concluded that there is a statistically significant link between the process of digitization and the marketing concept of commercial banks. [ABSTRACT FROM AUTHOR] |
| Abstract (Bosnian): | Veličina bankarskog kapitala na globalnom tržištu i bespoštedna konkurencija čine upravljanje marketingom u bankarstvu ključnim faktorom opstanka, koji se postiže satisfakcijom klijenata, jer samo zadovoljan klijent garantuje profit. Da bi se to postiglo, potrebno je pratiti savremene trendove razvoja bankarstva koje implicira primena savremene informaciono-komunikacione tehnologije. Ovaj rad se bavi upravo istraživanjem korelacije između digitalizacije i instrumenata marketing miksa poslovnih banaka, čijom koherencijom se postižu njihovi navedeni ciljevi. Osnovni cilj provedenog istraživanja bio je utvrditi na koji način digitalizacija pruža podršku primeni marketing koncepcije poslovnih banaka u Republici Srpskoj. Za ispitivanje se koristila metoda korelacione analize kako bi se ispitala povezanost određenih pojava, odnosno varijabli. Ta metoda je bivarijantna korelaciona analiza, te je pritom korišćen Spirmanov koeficijent korelacije (r). Ispitivanje je izvršeno u softveru za statističku obradu podataka "Statistical Package for the Social Sciences" (SPSS IBM 21). Istraživanjem se došlo do zaključka da suština marketing koncepta poslovnih banaka nije promenjena procesom digitalizacije, što je i potvrđeno na osnovu statističke analize i dobijenog rezultata, kojim je konstatovano da postoji statistički značajna veza između procesa digitalizacije i marketing koncepta poslovnih banaka. [ABSTRACT FROM AUTHOR] |
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| Database: | Complementary Index |
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