engleski

Creating a competitive advantage through digital communication channels in financial institutions

The impact of technology has greatly affected the development and supply of products and services in financial institutions, especially in the banking sector, as well as their availability. Understanding customers and their needs, individualized approach and meeting expectations in terms of benefits and values of offered products and services are the basis for creating competitive advantage, retaining customers and transferring positive experiences, gaining new customers and positioning products and services as well as institutions in the target market. The benefit and value of products and services is greater the more the client uses them and has confidence in the product/service, and the price perception must be less than the created value of the product/service, which makes a satisfied and loyal client who has confidence in the financial institution user experience. Digital technologies are changing the habits and needs of the customer, and expectations from products and services are rising. An effective customer-oriented marketing strategy is based on identifying and profiling different customer groups that differ according to their needs and preferences (market segmentation), is focused on target markets and positioning not only products and services but also institutions. The purpose of this paper is to point out the importance of developing digital marketing strategies and digital channels of communication with target groups as a basis for creating a competitive advantage based on optimal user experience through brand experience, transaction experience and interrelated experience that contribute to customer satisfaction. The aim of the research is to show how important customer orientation through digital communication channels is for customer satisfaction and user experience, customer retention, meeting his expectations, availability of products and services and creating a competitive advantage.

marketing strategies, digital distribution channels, competitive advantage, marketing of financial institutions

nije evidentirano