Comparative Analysis of Pre- and Post-COVID Integration of Digital Communications in Serbian Banks. Part I
DOI:
https://doi.org/10.57125/FEL.2024.12.25.13Keywords:
bank branches, digitisation, gender, integrated digital communications, marketing communications, online mobile banking, sales channelsAbstract
The main goal of the present study is to introduce and discuss the similarities and differences that have occurred in the Serbian banking business due to the impact of digitisation within five years (2019–2024). This is explored through focused bank surveys. Emphasis is placed on the attitudes and gender differences of bank managers regarding mobile and electronic banking in meeting the needs of clients. Other digital channels will also be evaluated, such as whether the orientation toward applying digital solutions within the banking sector will replace bank branches. At the time of the first survey in 2019, the authors could not even imagine what effect COVID-19 would have on the development of digitisation during the second survey in 2024. According to the research results, most bank managers predict that digital sales channels will replace traditional branches in the foreseeable future, that mobile banking holds an advantage due to its user-friendly nature, and that clients are now best informed about the bank's products via mobile phones. Personal interactions in bank branches have, therefore, significantly declined since 2019. The study helps bank managers identify e-banking components influenced by gender. Research results also show that to increase their profitability in the Serbian market; banks can turn their existing customers into online users by directing them to digital banking. This research contributes to the scientific literature by providing an overview of the relationship between the development of digital communication integration before and after the pandemic. Research results have implications for e-banking segmentation, strategies, and tactics. Gender aspects are significant for local, national, and global banks. However, the study’s focus on Serbia limits our understanding of banking sectors in other regions. Considering the scope of the research, the authors will present additional research results through the following two papers.
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