Title Povezanost marketinga digitalnih bankarskih usluga s financijskom pismenošću mladih Title (english) The Relationship between the Marketing of Digital Banking Services and the Financial Literacy of Young People Author Barbara Papac Mentor Roman Šubić (mentor)Committee member Lucija Mihaljević (predsjednik povjerenstva)Committee member Anto Mikić (član povjerenstva)Committee member Roman Šubić (član povjerenstva)Granter Catholic University of Croatia Defense date and country 2022-09-26, Croatia Scientific / art field, SOCIAL SCIENCES Abstract Živimo u dobu u kojem je digitalizacija informacija, sadržaja i usluga postala imperativ. Time su omogućene gotovo neograničene mogućnosti razvoja poslovanja i međunarodnog tržišnog natjecanja. Unatoč prednostima digitalnog doba, ono donosi i izazove s kojima se suočavaju sva gospodarstva pa tako i bankarski sektor. Primjerice, prilikom razvoja novih digitalnih usluga, banke moraju prepoznati potrebe i želje klijenata, ali i oblikovati učinkovit način komunikacije kojim će potaknuti klijente na korištenje tih usluga. Pritom banke trebaju posvetiti veliku pozornost mladima s obzirom na to da su upravo oni ciljana skupina klijenata koji će kasnije u životu koristiti bankovne usluge, a ujedno su i skupina s najnižom razinom financijske pismenosti. Stoga, u ovom se radu istražuje percepcija marketinških aktivnosti banaka u segmentu oglašavanja digitalnih bankovnih usluga u kontekstu povezanosti s financijskom pismenošću mladih koji su bili ciljana skupina ovog istraživanja.
Istraživanje je provedeno mrežnim putem metodom ankete, a obuhvatilo je 139 studenata s različitih sveučilišta u Hrvatskoj. Za potrebe istraživanja odabrane su tri televizijske reklame triju vodećih hrvatskih banaka (Zagrebačke banke, Privredne banke Zagreb i Erste banke), kako bi se ispitala njihova učinkovitost u poticanju studenata na korištenje digitalnih usluga. K tome, radom se željelo istražiti postoji li razlika u razini financijske pismenosti studenata koji se koriste mobilnim bankarstvom u odnosu na one koji se tim uslugama ne koriste.
Prema dobivenim rezultatima, mobilno bankarstvo u određenoj mjeri unaprjeđuje razinu financijske pismenosti studenata. Ipak, postoji prostor za dodatno unaprjeđenje takvih aplikacija kako bi u većoj mjeri svojim korisnicima služile kao alat za financijsko obrazovanje i savjetovanje. Osim toga, rezultati pokazuju potrebu za daljnjim istraživanjima motivacije studenata za korištenje digitalnih bankovnih usluga, budući da se dosadašnje televizijsko oglašavanje banaka u tome nije pokazalo pretjerano uspješnim.
Abstract (english) We live in an age where digitization of information, content and services has become imperative. This provides almost unlimited opportunities for business development and international market competition. Despite the advantages of the digital age, it also brings challenges faced by all economies, including the banking sector. For example, when developing new digital services, banks must recognize the needs and wishes of clients, but also design an effective way of communication that will encourage clients to use these services. At the same time, banks should pay great attention to young people, given that they are the target group as they will use banking services later in life, and are also the group with the lowest level of financial literacy. Therefore, this paper investigates the perception of marketing activities of banks in the segment of advertising digital banking services in the context of the connection with the financial literacy of young people who were the target group of this research.
The research was conducted online using the survey method, and included 139 students from various universities in Croatia. For the purposes of the research, three television commercials of three leading Croatian banks (Zagrebačka banka, Privredna banka Zagreb and Erste banka) were selected in order to examine their effectiveness in encouraging students to use digital services. In addition, the work wanted to investigate whether there is a difference in the level of financial literacy of students who use mobile banking compared to those who do not use these services.
According to the obtained results, mobile banking to a certain extent improves the level of financial literacy of students. However, there is room for further improvement of such applications in order to serve their users more as a tool for financial education and counseling. In addition, the results show the need for further research into the motivation of students to use digital banking services, since the television advertising of banks so far has not proven to be overly successful in this regard.
Keywords
marketing banaka
televizijsko oglašavanje
digitalne bankovne usluge
mobilno bankarstvo
financijska pismenost
Keywords (english)
bank marketing
television advertising
digital banking services
mobile banking
financial literacy
Language croatian URN:NBN urn:nbn:hr:224:832673 Study programme Title: Department of Communication Sciences Type of resource Text File origin Born digital Access conditions Access restricted to students and staff of home institution Terms of use Created on 2022-10-13 11:24:27
