engleski

ATTITUDES AND PREFERENCES OF DIFFERENT CONSUMER GENERATIONS TOWARDS THE INTERNET AND MOBILE BANKING IN THE REPUBLIC OF CROATIA - EMPIRICAL RESEARCH

Internet and mobile banking represent a modern approach to consumer-bank interaction. The use of these services entails numerous benefits and benefits for the consumer. Investing in the development of more modern and better solutions for the use of the Internet and mobile banking is an important determinant for the bank, which builds competitive advantage and lowers operating costs. The paper analyses the behavior of consumers from the perspective of different consumer generations, as well as from the aspect of different levels of education of market segments in banking, and their satisfaction, preferences, and attitudes about Internet and mobile banking services. This paper aims to examine and establish the strength of the connection between the consumer generations and the use of the Internet and mobile banking services by consumers in the Republic of Croatia and to confirm or reject the hypothesis that consumers with a higher level of education, compared to all other consumer groups, account for the largest share in the total population which uses new technologies in banking. The empirical research in this paper shows that consumers consider the Internet and/or mobile banking to be the future of consumer interaction with the bank, e.g. both research hypotheses can be accepted. In other words, the authors conclude that there is a correlation between consumer generations and the use of the Internet and mobile banking services and that consumers with higher levels of education use the Internet and mobile banking to a larger extent. The paper outlines new trends and tools in the banking industry, most notably FinTech and gamification, which are based on a strong link between the IT industry and the banking industry.

banking, new technologies in banking, Internet banking, mobile banking, consumer generations, FinTech, gamification

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