Analysis of the insufficiente implementation of the basic instruments of internet marketing in the banking sector of Montenegro

Q3 Social Sciences
Informatologia Pub Date : 2018-06-30 DOI:10.32914/I.51.1-2.6
Biljana Rondović, D. Kovacevic, Tamara Djuričković
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引用次数: 0

Abstract

In this paper, the authors have critically explored the level of use of internet marketing in the banking industry, conducted an analysis of the current situation, set out the reasons calling for a more comprehensive implementation of internet marketing techniques and identified factors which affect the selection of their optimum combination. For the purposes of this analysis, we have used qualitative research based on a semi-structured in-depth interview. Qualitative research conducted on a sample of 19 representatives of banks. In addition to these type of surveys, an analysis and evaluation of the websites banks was carried out as well, based on the Web Assessment Index (WAI), whereas the Facebook Assessment Index (FAI) method was used for assessing the effects of using Facebook (as the quintessential representative of social networks). The results indicate that internet marketing has vast potential in the banking industry, that the potential of various instruments of internet marketing are not the same and that there are numerous limitations to their implementation banks. This paper aims to use the obtained results to help the banks’ employees and management recognize and consider the potential of internet marketing at a more profound level and properly adapt the selected combination of instruments to different client profiles. The identified barriers to the implementation of this marketing concept in Montenegrin banks may provide a basis for seeking solutions for their removal, and thus, in the final part of the paper, in addition to reflecting on the identified problems, the authors put forward their recommendations and suggestions. Results of the analysis can serve as a literary base for the comparative analysis of this kind in developing countries, such as Montenegro.
分析黑山银行部门网络营销基本工具的实施不足
在本文中,作者批判性地探讨了网络营销在银行业的使用水平,对现状进行了分析,阐述了要求更全面地实施网络营销技术的原因,并确定了影响其最佳组合选择的因素。为了分析的目的,我们使用了基于半结构化深度访谈的定性研究。对19家银行代表进行了定性研究。除了这些类型的调查外,还对网站银行进行了基于Web评估指数(WAI)的分析和评估,而Facebook评估指数(FAI)方法用于评估使用Facebook(作为社交网络的典型代表)的效果。结果表明,网络营销在银行业中具有巨大的潜力,各种网络营销手段的潜力不尽相同,银行实施网络营销存在诸多限制。本文旨在利用所获得的结果,以帮助银行的员工和管理层认识和考虑网络营销的潜力在一个更深刻的层面,并适当地适应工具的选择组合不同的客户档案。在黑山银行实施这一营销理念的障碍可以为寻求解决方案提供基础,因此,在论文的最后一部分,除了反思所发现的问题外,作者还提出了他们的建议和建议。分析结果可以为黑山等发展中国家的此类比较分析提供文献基础。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
Informatologia
Informatologia Social Sciences-Law
自引率
0.00%
发文量
15
审稿时长
16 weeks
期刊介绍: INFORMATOLOGIA is scientific journal which is dealing with general and specific problems in scientific field of Information Science. INFORMATOLOGIA publishes scientific and professional papers from information and communication sciences, which are refering to theory, technology and praxis of information and communication, education, communication science, journalism, public relations, media and visual communication, organisation and translotology and papers from related scientific fields. INFORMATOLOGIA is beeing published over thirty years and it gathers prominent experts in field of Information and Communication Science. The journal is published four times a year and it publishes scientific papers.
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