Zaznavanje in uporaba bančnih storitev v Srbiji

magistrsko delo

Klavdija Novak (Avtor), Romana Korez-Vide (Mentor)

Povzetek

Odjemalci in njihove navade se spreminjajo. Pričakovanja odjemalcev so vse višja, zahteve po enostavni uporabniški izkušnji postajajo splošno veljavne. Kakovost storitev in servisa pridobivata na pomenu. Podjetja morajo postati bolj hitra in agilna pri prilagajanju odjemalcem in trgu. Ko se podjetje usmerja na nove trge, mora pri tem upoštevati še posebnosti ciljnega trga in načrtovanje postane še bolj zahtevno. Globalizacija trga prinaša priložnosti za mnoga podjetja, ki morajo biti predvsem v obdobju recesije še bolj iznajdljiva in poskušati najti dodatne vire prihodkov. Vse večji tehnološki napredek in prepletanje marketinga z informacijsko tehnologijo ponuja podjetjem doma in na tujih trgih velike možnosti, poleg dodatnih zaslužkov tudi stroškovno optimizacijo. Najbolj pomembno je, da podjetja pri načrtovanju svojih trženjskih aktivnosti poslušajo odjemalce, pri tem pa upoštevajo tudi trende v okolju in interne strateške usmeritve ter predvsem zmožnosti. Usmerjenost na odjemalce, t.i. customer oriented approach postaja ključno vodilo uspešnih podjetij. V magistrskem delu smo prikazali pomen učinkovite analize okolja in podjetja, pri tem pa posebej zaznavanja bančnih storitev s strani uporabnikov. Preučevali smo razlike pri zaznavanju bančnih storitev med uporabniki na perspektivnem razvijajočem srbskem trgu. Osredotočili smo se na preučevanje dejavnikov kakovosti in povezovanje slednjih z zadovoljstvom in zvestobo odjemalcev. Če podjetje pozna kateri so tisti dejavniki kakovosti, ki največ pomenijo odjemalcem, mu to omogoča prilagajanje trženjskih aktivnosti in ciljno oz. odjemalcem prilagojeno ponudbo in servis. Personalizacija in individualna ponudba ter pristop do odjemalcev postajata pravzaprav ključen element razlikovanja podjetij. Glede na visoko pomembnost blagovnih znamk in ugleda institucije v očeh stranke, nas je v magistrskem delu tudi zanimalo kako ugled in blagovna znamka vplivata na nakupno izkušnjo odjemalcev. Namen magistrskega dela je bil zasnovati podlago za pripravo mednarodne strategije trženja Nove KBM oziroma njene nekdanje hčerinske družbe, KBM banke na srbskem trgu. KBM banka je v času nastajanja magistrskega dela zamenjala lastništvo. Ko smo pripravljali dispozicijo tega magistrskega dela, je banka zastavila ambiciozno strategijo razvoja, katere ključni cilj je bil povečanje tržnega deleža na srbskem trgu. Pri pripravi strategije trženja smo zato izhajali iz tega cilja in izoblikovali strategijo, s katero bi lahko banka potencialno sledila temu cilju tudi po spremembi lastništva. Na primeru smo poskušali prikazati izzive vstopa domačega podjetja na tuji trg, kjer že obstaja močna konkurenca. S pripravljeno strategijo smo poskušali nakazati nove trende in priložnosti diferenciacije trženjskih aktivnosti na razvijajočem se trgu, ki lahko dolgoročno podjetju prinese izboljšano tržno pozicijo in poslovanje. Pri tem smo se posebej posvetili rešitvam, ki v hitro spreminjajočem se okolju lahko prinašajo dodatne konkurenčne prednosti. Preučevali smo smer digitalne transformacije poslovanja na primerljivi banki v Srbiji in poskusili oceniti ali tovrstna strategija na srbskem trgu lahko predstavlja utrjevanje tržne pozicije in smer prihodnjega razvoja srbskega trga.

Ključne besede

bančništvo;bančni sektor;storitve;kakovost;trženje;digitalizacija;blagovne znamke;mednarodno trženje;tržna analiza;Srbija;

Podatki

Jezik:	Slovenski jezik
Leto izida:	2016
Tipologija:	2.09 - Magistrsko delo
Organizacija:	UM EPF - Ekonomsko-poslovna fakulteta
Založnik:	K. Novak
UDK:	336.71(497.11)(043.2)
COBISS:	12493084
Št. ogledov:	1069
Št. prenosov:	86
Ocena:	0 (0 glasov)
Metapodatki:

Ostali podatki

Sekundarni jezik:	Angleški jezik
Sekundarni naslov:	Perception and usage of banking services in Serbia
Sekundarni povzetek:	Customers and their habits are changing. Customer expectations are more and more higher, the requirement for a simple user experience is becoming universal. Quality of services is gaining in importance. Companies must become more agile in quick in adapting to the customer needs and the market requires. When a company focuses in aquiring new markets, the needs of the target market must be taken into account, the international planning process becomes even more challenges. Globalization brings market opportunities for many companies, which need to be even more resourceful in trying to find additional sources of revenue. Big technological advances and interconnecting marketing with information technology offers businesses great sales opportunities in foreign markets and additional benefits including cost optimization. When planning their marketing activities, most important is to listen to the customer, taking into account the trends in the environment, the internal strategic plans and abilities. The customer oriented approach becomes essential guide successful companies. In this work we will show the importance of an effective analysis of the environment in the company, with particular emphasis on the perception and usage of banking services by the users. We investigated the differences in the perception of banking services among different users on the emerging market of Serbia with great development potential. We focused on quality factors of banking services in correlation with satisfaction and customer loyalty. If the company knows which factors of quality matter the most to the customers, that enables it to adapt the marketing activities and target customers with personalized offers and service. Personalization and individualization approaches to customers are actually becoming a key factor of distinguishing businesses. Because of high importance of brands and company reputation in the perspective of the customer, we will also consider how the reputation of the brand affects the shopping experience of customers. The results of the analysis and research about the perception of banking services will form the basis for the establishment of an international marketing strategy of Nova KBM and its former subsidiary KBM bank in the Serbian market. KBM Bank has changed its ownership during the formation of this work. When we were preparing the disposition of this work, the bank has set an ambitious development strategy, which key objective was to increase market share in the Serbian market. In preparing the marketing strategy we will therefore focus on this goal and will create a strategy with which the bank could potentially pursue this objective even after the change of ownership. We will try to show the challenges of entering the domestic companies into foreign markets, where there is already strong competition. With a strategy, we will try to indicate new trends and marketing activities differentiation opportunities in the emerging markets, which can bring long-term improved market position for the company. We paid particular attention to solutions which may potentially bring additional competitive advantages in a rapidly changing environment. We will study the direction of the digital transformation of business on a comparable bank in Serbia and try to assess whether such a strategy in the Serbian market may represent a consolidation of its market position and direction of the future development of serbian market.
Sekundarne ključne besede:	banking services;marketing strategy;services quality;digitalization;branding;Serbia;
URN:	URN:SI:UM:
Vrsta dela (COBISS):	Magistrsko delo
Komentar na gradivo:	Univ. v Mariboru, Ekonomsko-poslovna fak.
Strani:	VIII, 124 str., 6 str. pril.
ID:	9139925