Naslov
DISTRIBUTION CHANNELS OF BANKING SERVICES –ATTITUDES AND PREFERENCES OF CLIENTS

Autori
Guzovski Marina ; Rudančić Andreja ; Zgurić-Dobrenić Vlatka

Izvornik
InternationalReview (2217-9739) 11 (2022), 1-2; 24-30

Vrsta, podvrsta i kategorija rada
Radovi u časopisima, članak, znanstveni

Ključne riječi
financial services marketing, distribution channels, customer preferences, strategic role of distribution

Sažetak
The purpose of this paper is to investigate how the development of information and communication technology affects the choice of distribution channels for individuals, users of banking services. The research aims to show and determine which factors influence natural users when choosing a bank, how technology development affects the distribution channels of banking services, which distribution channels are most represented in the banking sector and why, and whether banks invest enough effort in research its users as active participants in the process of distribution of financial services. The results of the research show that users of banking services are increasingly using digital distribution channels of banking services, of which mobile banking is the most represented, to become clients of a bank based on positive experience or previously opened an account by family. These are more complex services, but theyprefer to go to the branch, and that banks do not conduct sufficient research on customer satisfaction, requirements and needs in terms of product or service development. The conclusions based on the conducted research represent valuable knowledge in thispart, and only the research can be the basis for further research as well as the development of strategies for the management of distribution channels.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA