BazEkon - Biblioteka Główna Uniwersytetu Ekonomicznego w Krakowie

BazEkon home page

Meny główne

Autor
Gurgul Gabriela (WSB Universities in Poznań, Poland)
Tytuł
Surveys on Preferences of Retail Customers in Selection of Commercial Banks
Źródło
Business and Non-profit Organizations Facing Increased Competition and Growing Customers' Demands, 2017, vol. 16, s. 363-374, rys., bibliogr. 5 poz.
Słowa kluczowe
Banki, Konkurencja, Przewaga konkurencyjna
Banks, Competition, Competitive advantage
Uwagi
summ.
Abstrakt
The situation on the market of financial services and the economical environment of the country cause changes of current competition strategies used by commercial banks. Banks sharpen the policy of the access to services and eliminate free services, while, in the public opinion, these are essential factors for selection of a bank by retail customers. The aim of this article is to present factors having an influence on the selection of bank by retail customers, which, in turn, have a great influence on the selection of competition methods used by commercial banks. The analysis of results obtained thanks to used research methods reveal that currently, banks introduce changes in areas which were the most essential for clients as far as the selection of a bank is concerned. People having an experience in finances and banking especially focus in the process of the customer service on image, advertising, and opinions about a bank. On the other hand, ordinary clients exclude from their opinions the essence of advertisements, the general image of a bank and several factors influencing the quality character of products. For a typical customer, an important role is played mainly by a location, bank's availability, safety, confidentiality and costs of services. The above may indicate that current changes will have a negative influence on the competitiveness of banks and, in turn, can have a temporary character until "the fight" over clients needs to be started again. (original abstract)
Pełny tekst
Pokaż
Bibliografia
Pokaż
  1. Gorynia, M. (2002). Luka Konkurencyjna na Poziomie Przedsiębiorstwa a Przystąpienie Polski do Unii Europejskiej (Competition Gap at the Level of Enterprises vs. Polish Access to the European Union). Poznań, Poland: Wydawnictwo AE w Poznaniu.
  2. Grzywacz, W. (2003). Podstawy Mikroekonomii (Foundations of Microeconomy). Szczecin, Poland: Polish Economic Society, Szczecin.
  3. Hunt, S.D., & Morgan, R.M. (1995). The competitive advantage theory of competition. Journal of Marketing, 59(2), 1-15.
  4. Kachniewska, M. (2009). Uwarunkowania Konkurencyjności Przedsiębiorstwa Hotelowego (Conditions of Competitiveness of a Hotel Company). Warszawa, Poland: Oficyna Wydawnicza SGH w Warszawie.
  5. Staszewski, J. (2004). Konkurencyjność Gospodarki Polski w Warunkach Integracji z UE i Globalizacji (Competitiveness of Polish Economy in Conditions of Integration with EU and Globalisation). Warszawa, Poland: Wydawnictwo Wyższej Szkoły Ekonomicznej w Warszawie.
Cytowane przez
Pokaż
ISSN
2543-540X
Język
eng
Udostępnij na Facebooku Udostępnij na Twitterze Udostępnij na Google+ Udostępnij na Pinterest Udostępnij na LinkedIn Wyślij znajomemu