EFFICIENCY OF DIGITAL COMMUNICATION CHANNELS IN OFFERING BANKING LOANS: EMPIRICAL ANALYSIS IN THE NIŠAVA DISTRICT
DOI: 10.5937/etp2401038S
Keywords:
digital communication channelS, loans, banks, digital marketingAbstract
The digitization of the banking sector is not a novelty. It has
been occurring much faster compared to many other business sectors.
Consequently, banks have also accepted digital advertising channels
for their services offered to users. Their goal was undoubtedly to keep
pace with the times, enhance user experience, and increase their
revenue. Loans, as the most significant banking service, have not
remained immune to the process of digitization. Nowadays, banks
offer loans through their mobile applications, electronic banking,
websites, social networks, as well as through paid advertising and
marketing collaborations. The aim of this study is to analyze the
efficiency of digital communication channels in offering banking loans
through the application of empirical analysis. To achieve this, a
survey was conducted in the Nišava District, followed by data
processing using the SPSS software package. The obtained results
indicate that loan advertising through digital platforms has a greater
impact on women in the Nišava District. Additionally, factors such as
education level, monthly income, and security significantly influence
the visibility of ads, opening rates, and communication with banks via
digital channels, as perceived by users.
References
Abaenewe, Z. C., Ogbulu, O. M., & Ndugbu, M. O. (2013). Electronic Banking And Bank Performance In Nigeria. West African Journal of Industrial & Academic Research, 6(1), 171-187.
Akhter, A., Sabeha J., Fakir, J., & Das, P. (2021). Analyzing The Applications Of Social Media Marketing On Banking Sector: A Research On Barishal City. International Journal of Business and Management Invention (IJBMI), 10(8), 1-9.
Antonijević, M., Ivanović, D., & Simović, V. (2021). Adoption of Mobile Banking in the Republic of Serbia. In: Finance, Innovation and Technology: new models and structures (pp. 76-95). Skopje, Institute of Economics - Ss. Cyril & Methodius University.
Ayuba, B., & Aliyu, A. I. (2015). Evaluation of the impact of internet marketing on banking services in nigeria. British Journal of Marketing Studies, 3(7), 15-29.
Balkan, B. (2021). Impacts of Digitalization on Banks and Banking. In: Bozkuş Kahyaoğlu, S. (eds) The Impact of Artificial Intelligence on Governance, Economics and Finance Volume I. Accounting, Finance, Sustainability, Governance & Fraud: Theory and Application (pp. 33-50). Singapore, Springer.
Curwen, P., & Whalley, J. (2010) Mobile Telecomunications in a High-Speed World, London, Gower Publishing Limited.
Dehghani, M., Nourani, S., & Abardeh, H.C. (2012). The Role Of Social Media Advertising In Motivating Consumer in Banking Services. Interdisciplinary Journal Of Contemporary Research In Business, 4(8), 774-787.
Evian, M., Limijaya, A., & Hutagaol-Martowidjojo, Y. (2021). An Analysis on the Effect of E-Banking on Bank Performance in Indonesia. International Conference on Information Management and Technology (ICIMTech) (187-192), New York, IEEE.
Fatimah, E.O. & Suyanto, A. (2016). Analysis factors of using internet banking in Indonesia. Management and Organizational Studies, 3(2), 10-15.
Haque, a., Ismail, A. Z. H., & Daraz, a. H. (2009). Issues of E-Banking Transaction: An Empirical Investigation on Malaysian Customers Perception. Journal of Applied Sciences, 9, 1870-1879.
Hoehle, H., Scornavacca, E., & Huff, S. (2012). Three decades of research on consumer adoption and utilization of electronic banking channels: A literature analysis. Decision Support Systems, 54(1), 122-132.
Kaur, S. J., Ali, L., Hassan, M. K., & Al-Emran, M. (2021). Adaption of digital banking channels in an emerging economy: exploring the role of in-branch efforts. Journal of Financial Services Marketing, 26, 107-121.
Laketa, M., Sander, D., Laketa, L., & Misic, Z. (2015). Customer relationship management: Concept and importance for banking sector. UTMS Journal of Economics, 6(2), 241-254.
Liao, Z. & Cheung, M.T. (2002) Internet-Based e-Banking and Consumer Attitudes: An Empirical Study. Information & Management, 39, 283-295.
Meena, R. K. (2019). Implications of Digitalization in Banking Sector: A Review of Literature. International Journal of Advanced Scientific Research and Management, 4(9), 40-45.
Pallant, J. (2020). SPSS Survival Manual, London, Routledge.
Rudukova, O., & Markova, O. (2023). The Application of Digital Banking to Promote Banking Products and Services. Proceedings of the 3rd International Conference on Economy, Management and Entrepreneurship (ICOEME 2020) (pp. 21-29). Dordrecht, Atlantis Press.
Rysin, V., Prokopenko, O., Muravskyi, O., Pechenko, R., Holiachuk, N., & Zinchenko, A. (2023). Personalization of Banking Products (Services) using Digitalization Technologies. WSEAS Transactions on Business and Economics, 20, 2528-2539.
Stojanović, M., & Đorđević, M. (2016). The Importance of Mobile Banking in the Nisava District. Economic Themes, 54(3), 385-402.
Vorobei, Y., Masova, N., Khmeliuk, A., & Bekmagambetova, G. (2022). The role of digital media for digital trade in banking services in a volatile enverionment. Financial and credit activity problems of theory and practice, 5(46), 54-63.
Zahay, D. (2020). Digital Marketing Management: A Handbook for the Current (or Future) CEO, New York, Business Expert Press.
