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Digital Marketing In Retail Banking – Analysis Of Managers’ Attitudes

Author

Listed:
  • Lulzim Rashiti

    (University of Gjilan “Kadri Zeka”)

  • Art Shala

    (University of Gjilan “Kadri Zeka”)

  • Xhevat Sopi

    (University of Gjilan “Kadri Zeka”)

Abstract

This study explores the digitalization of the banking sector in Serbia and the attitudes of bank managers towards digital communication channels and the future of the industry. A survey was conducted with 87 bank mangers of marketing departments. Descriptive statistical methods were used to analyse the research data and to describe the attitudes of the managers regarding the purpose of the paper. Firstly, there is a positive correlation between a positive attitude towards digital retail banking services and motivation for their current use in Serbia. Most respondents (75.9%) believe that digital sales channels will replace traditional bank branches in the foreseeable future. This reflects a general acceptance and recognition of the role of digitalization in the banking sector. In this regard, 24.2% believe that digital transformation is critical for driving business performance and increasing market share. This research contributes to the growing body of knowledge on digital transformation in the banking sector and provides valuable insights for banks in Serbia and beyond.

Suggested Citation

  • Lulzim Rashiti & Art Shala & Xhevat Sopi, 2023. "Digital Marketing In Retail Banking – Analysis Of Managers’ Attitudes," Business Management, D. A. Tsenov Academy of Economics, Svishtov, Bulgaria, issue 2 Year 20, pages 23-46.
    • Handle: RePEc:dat:bmngmt:y:2023:i:2:p:23-46
    as

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    File URL: http://hdl.handle.net/10610/4729
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    References listed on IDEAS

    as
    1. Sascha Kraus & Paul Jones & Norbert Kailer & Alexandra Weinmann & Nuria Chaparro-Banegas & Norat Roig-Tierno, 2021. "Digital Transformation: An Overview of the Current State of the Art of Research," SAGE Open, , vol. 11(3), pages 21582440211, September.
    2. Yuliia Radzikhovska, 2021. "Digital Transformation And Its Influence On Changing The Marketing Orientation Of Business Structures And Consumer Behaviour," Baltic Journal of Economic Studies, Publishing house "Baltija Publishing", vol. 7(2).
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

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    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • G21 - Financial Economics - - Financial Institutions and Services - - - Banks; Other Depository Institutions; Micro Finance Institutions; Mortgages

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