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

Dr.Sc. Shpresa Mehmeti, MSc. Mentor Mjekiqi

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 institutions

In 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.


Keywords


Electronic Marketing; Electronic Banking Services; the Bank Marketing; Electronic Marketing Strategies;

References


Amato-McCoy, D., (2005), “Creating virtual value”, Bank Systems and Technology, 1(22).

Carner, W. J., (2011), “Chapter 14: Marketing Internet Banking”, Community Bank Marketing Manual, 14-90.

Daniel, E., (1999), “Provision of Electronic Banking in the UK and Ireland”, International Journal of Bank Marketing, Vol. 17, No. 5, pp. 211-32.

Eriksson, K., Kerem, K. and Nilsson, D., (2008), “The adoption of commercial innovations in the former Central and Eastern European markets: The case of internet banking in Estonia”, International Journal of Bank Marketing, Vol.26 No. 3, pp. 154 – 169.

Kim, A. J., and Ko, E., (2012), “Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand”, Journal of Business Research, 65, pp. 1480–1486.

Konus, U., Verhoef, P. C., and Neslin, S. A., (2008), “Multichannel shopper segments and their covariates”, Journal of Retailing, 84, pp. 398–413.

Michael, P., (1985), “Competitive Advantage”, New York: Free Press.

Mjekiqi M., (2014), “The impact of E-Marketing in Position of Kosovo Banks. Case Study: ProCredit and Reiffeisen Bank”, Master Thesis in “Hasan Prishtina” University, Faculty of Economics.

Mols, N., (1998), “The Behavioral Consequences of PC Banking”, International Journal of Bank Marketing, Vol. 16, No. 5, pp. 195-201.

Nguyen, P. K., (2013), “Exploring the role of the online customer experience in firms' multi-channel strategy”, Journal of Strategic Marketing, pp. 429-442.

ProCredit Bank Kosovo official website, (n.d.)., Available on: www.procreditbank-kos.com [Accessed: 08 August, 2014].

Raiffesen Bank Kosovo official website, (n.d.)., Available on: www.raiffeisen-kosovo.com [Accessed: 15 August, 2014].

Sathye, M., (1999), “Adoption of Consumers: An Empirical Investigation”, International Journal of Bank Marketing, Vol. 17, No. 7, pp. 324-334. Internet Banking by Australian

Sayar, C., and Wolfe, S., (2007), Internet banking market performance: Turkey versus the UK’, International Journal of Bank Marketing, 25(3), pp.122-41.

STIKK-Shoqata Për Teknologji të Informacionit dhe të Komunikimit të Kosovës-Kosovo assosiation of information and communication technology., Available on: www.stikk-ks.org [Accessed: 20 August, 2014]

Vyas, S. D., (2012), “Impact of E-Banking on Traditional Banking Services”, International Journal of Computer Science and Communication Networks, pp. 310-313.

Zineldin, M., (1996), “Bank strategic positioning and some determinants of bank selection”, International Journal .


Full Text: PDF

DOI: 10.21113/iir.v5i1.5

Article Metrics

Metrics Loading ...

Metrics powered by PLOS ALM

Refbacks

  • There are currently no refbacks.




Copyright (c) 2016 Dr.Sc. Shpresa Mehmeti, MSc. Mentor Mjekiqi

Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.
x
Message