Marketing mix of financial services from the customers´ perspective

@article{35942,
   author = {Braciníková, Veronika and Matušínská, Kateřina},
   article_number = {4},
   keywords = {marketing; marketing mix "5C"; financial services; primary marketing research.},
   language = {eng},
   issn = {2300-5947},
   journal = {Forum Scientiae Oeconomia},
   title = {Marketing mix of financial services from the customers´ perspective},
   volume = {5},
   year = {2017}
}

TY  - JOUR
ID  - 35942
AU  - Braciníková, Veronika - Matušínská, Kateřina
PY  - 2017
TI  - Marketing mix of financial services from the customers´ perspective
JF  - Forum Scientiae Oeconomia
VL  - 5
IS  - 4
SP  - 35-48
EP  - 35-48
SN  - 23005947
KW  - marketing
KW  - marketing mix "5C"
KW  - financial services
KW  - primary marketing research.
N2  - The aim of this paper is to show tactical marketing in the 5C concept, services perception and consumer behaviour in the financial products market. Primary marketing research was based on the number of 412 respondents. The consumers were questioned about their behaviour within the topic of customer value, costs to the customer, convenience, communication and customer approach. When deciding about the selection of financial institutions and financial products as fundamental criteria are said to be costs to the customer - pricing policy, convenience - physical availability of branches and their physical evidence. Further research outputs indicate that customers tend rather to savings products and life insurances than to credit products. The costs incurred for the purchase of financial products are perceived as adequate. Direct distribution channels still play and will play important role in financial services. It seems effective to use BTL communication than massive advertising. Demands on financial institutions front-office employees have increased when regarding a quick solution of customers´ demands and acceptable soft skills.
ER  - 

BRACINÍKOVÁ, Veronika and Kateřina MATUŠÍNSKÁ. Marketing mix of financial services from the customers´ perspective. \textit{Forum Scientiae Oeconomia}. 2017, vol.~5, No~4, p.~35-48, 13 pp. ISSN~2300-5947.