Naslov
Implementation of the e-marketing concepts in banks

Autori
Basheska-Gjorgjieska, Marika ; Slijepčević, Sunčana ; Živko, Igor

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

ISBN
9989-695-41-5

Skup
International Conference Business and Globalization

Mjesto i datum
Ohrid, Sjeverna Makedonija, 19.10.2007. - 20.10.2007

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
banking sector; service distribution; e-marketing; bank-client relationship

Sažetak
E-marketing increases the marketing, as well as company’ s overall effectiveness. It is applicable in all industries, or sectors. In this paper, special attention is paid to the implementation of the e-marketing concept in banks, in order to increase the banks' performance. In this regard, Internet can be observed as another marketing channel which can be used to deliver bank’ s services to the clients. Banks can use it to promote the bank's services and to gather information from their clients about products they use and increase clients' satisfaction. The aim of this paper is to analyze which type of services banks are offering through Internet and what is possibility to use Internet as an instrument for marketing purposes. To investigate level of client-bank relationship, we are using a model which divides banks in three groups according to the level of Internet usage. This model uses tools which help to set parameters to understand functionality of Web sites for marketing purposes. The functionality measurement of Internet sites can be analyzed by dividing them into the three different opportunities that the technology could bring to the banks, and consequently to the clients: basic communication with the client, as a channel for conducting transactions or a tool to improve bank-client relationship. Results of our analysis show that most of the banks in Croatia use Internet only at the basic level. Banks mostly use Internet to offer basic and intermediate services at the transaction and information level, while direct communication with the clients is still relatively poor and mostly developed by the biggest Croatian banks. However, number of banks which have recognized Internet as important marketing tool is increasing.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA