Naslov
Retail Bank Selection Criteria in Republic of Croatia

Autori
Tomašević Lišanin, Marija ; Najdanović, Zoran

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
International Conference An Enterprice Odyssey "Economics and Business in the New Millennium 2002" : proceedings / Sharma, Soumitra ; Galetić, Lovorka - Zagreb : Graduate School of Economics and Business, University of Zagreb, 2002, 1870-1880

Skup
International Conference An Enterprice Odyssey "Economics and Business in the New Millennium 2002"

Mjesto i datum
Zagreb, Hrvatska, 27.06.2002. - 29.06.2002

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
banks; consumer behavior; marketing strategy; Croatia

Sažetak
Paper is based on the study of consumer banking habits in Croatia, compered with the findings in other countries to determine whether bankers need to adopt different marketing strategies in the relatively new free-market economy. First part of the paper presents, in short, an overview of the recent development and current state of the Croatian banking system since deregulation and resulting intensively competitive environment for existing and new banks. Second, paper reports results of the empirical research undertaken to discover reasons why Croatian retail bank consumers have chosen specific banks to entrust them with their savings and other banking business. Findings suggest that in Croatia, similar to other transitional countries, the most importanat variables influencing customer choice of banking institution are reputation, price and service, but with certain variations related to the Croatian context. Authors conclude their work with a discussion of implications for marketing strategy formulation and its implementation in years to come.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA