银行服务分销渠道:客户态度与偏好

IF 0.4 Q4 ECONOMICS
Marina Guzovski, Andreja Rudančić, Vlatka Zgurić-Dobrenić
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引用次数: 1

摘要

本文的目的是调查信息和通信技术的发展如何影响个人分销渠道的选择,银行服务的用户。本研究旨在显示和确定哪些因素会影响自然用户选择银行,技术发展如何影响银行服务的分销渠道,哪些分销渠道在银行业中最具代表性及其原因,以及银行是否投入足够的精力研究其用户作为金融服务分销过程的积极参与者。研究结果表明,银行服务的用户越来越多地通过银行服务的数字分销渠道成为银行的客户,其中以手机银行最具代表性,因为他们有积极的经历或以前家庭开立过账户。这些都是更复杂的服务,但他们更愿意去分行,银行在产品或服务开发方面没有对客户满意度、要求和需求进行充分的研究。通过研究得出的结论是本部分有价值的知识,只有研究得出的结论才能成为进一步研究和制定分销渠道管理策略的基础。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Distribution channels of banking services: Attitudes and preferences of clients
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 they prefer 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 this part, and only the research can be the basis for further research as well as the development of strategies for the management of distribution channels.
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4 weeks
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