Digital Marketing and Service Industry: Digital Marketing in the Banking Industry

Domazet, Ivana and Neogradi, Slađana (2018) Digital Marketing and Service Industry: Digital Marketing in the Banking Industry. In: Managing diversity, innovation, and infrastructure in digital business. Business Science Reference, Hershey, PA, pp. 20-41. ISBN 978-15-22559-93-1

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The aim of this chapter is to investigate the impact of the implementation of digital sales channels on improving the bank’s business performance (i.e., improving the market position of the bank). The authors look at different types of sales channels and their contribution to increasing the number of clients in the bank, and in particular, they focus on the advantages of the Viber Platform in reaching more clients. A survey on digitalization of the banking sector was conducted, that is, on the integration of digital communications and sales channels, that bringins with it new elements and possibilities for expanding the portfolio of bank services, and thus new opportunities for increasing profits. Based on the results of the survey, it was concluded that banks use digital communications to improve and make more effective and effictient communication with clients, while trying to bring them closer to the offer. With this approach, banks will achieve greater satisfaction and consequently a greater loyalty of their clients.

Item Type: Book Section
Additional Information: COBISS.ID=512523618
Research Department: Digital Economics
Depositing User: Jelena Banovic
Date Deposited: 04 Oct 2018 13:50
Last Modified: 11 Jun 2020 07:08

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