The impact of E-Marketing in the positioning of Kosovo Banks

Dr.Sc Shpresa Mehmeti,Msc Mentor Mjekiqi

doi:10.21113/iir.v5i1.5

Abstract

The following thesis will present the results of a study on the impact of electronic marketing in bank positioning in Kosovo. As a case study we have selected ProCredit Bank and Raiffeisen Bank which are operating in Kosovo for several years now.Development of information technology has brought changes in every day work offering various opportunities to the clients and its activities in particular to financial institutionsIn this study we have surveyed customers of the banks that operate in Kosovo. For data collection an electronic questionnaire has been used, which was sent to the clients of both banks which are subject of study.The purpose of this paper is to reveal how these banks apply electronic systems for the provision of services and how this service has impact on their position in the banking market in Kosovo.Findings from this study have enabled us to understand that the banking sector still suffers deficiencies regarding Internet usage by customers to perform banking transactions.

Highlights

Technology is supposed to be one of the most prominent leaders in creating a competitive advantage (Michael, 1985).For a few years Internet has managed to become a tool which changed the way of communication and the way of doing business
The purpose of this study was to find answers of how and how much influence do the electronic banking services have in the positioning of the banks in the financial market in Kosovo, and to assess the characteristics and possibilities of this form of marketing by the clients of ProCredit and Raiffeisen bank in Kosovo (Mjekiqi, 2014) To achieve the objective of this study, the following main hypotheses are presented: H1: Electronic services influence the growth of customer satisfaction; H2: Electronic services increase the value of the bank; H3: Safety of using electronic services is satisfactorily, assessed by clients
The results obtained from the question above of this research we can see some of the reasons for the use of electronic services by clients of both banks Raiffeisen Bank Kosovo (RBKO) and PCB, according to the percentage presented above for most of the respondents as the primary reason for the use of these services is time saving, is ranked access 24/7

Summary

Introduction

Technology is supposed to be one of the most prominent leaders in creating a competitive advantage (Michael, 1985). In the US more than 50% of Internet users are known as advanced users of smartphones, social networking and other modern tools (Kim and Ko, 2012) It highlights changes in how consumers use new information technology. Thanks to the new information technology, all these services can be performed via the Internet from home, office or even through mobile phone, saving time and avoiding the long queues at bank branches. All these reasons have transformed the online banking more than a "need" to have (Vyas, 2012). Offering banking services through the internet, banking institutions will better fulfil customer needs and requirements and at the same time create competitive advantage in the banking market in Kosovo

The main hypotheses

Literature Review

Results and analyses

Conclusions

Recommendations