Aktualne otazky a problemy marketingovej komunikacie bank vo vztahu k mladym ludom

• Authors: Alena Kusa , Stanislava Bellova

Title variants

EN

CURRENT ISSUES AND PROBLEMS OF MARKETING COMMUNICATIONS OF BANKS REGARDING YOUNG PEOPLE

• Languages of publication: SK

Abstracts

EN

Young people play a specific role in financial institutions. Their role depends on the group, to which they fall into. The first group are young people who have not established any commercial relationship with a bank yet. They are influenced by several factors arising from internal and external environments, in which young people exist. The second group are young people who are already customers of the bank. This group has the biggest fluctuation. The aim of the research study is to analyze current issues and problems in communication of the banks with young people. The results of the survey indicate that most young people aged 15 to 24 have entered into a commercial relationship with the bank. This age group is by the selection of banks influenced by the views and experiences of parents.

Keywords

EN

BANK; YOUNG PEOPLE; CUSTOMER RELATIONSHIP MANAGEMENT; INTERNAL AND EXTERNAL FACTORS

• Publisher: Univerzita sv. Cyrila a Metoda (Trnava)
• Journal: Communication Today
• Year: 2012
• Volume: 3
• Issue: 1
• Pages: 106-123

Contributors

author

Alena Kusa

• Fakulta masmedialnej komunikacie, Univerzita sv. Cyrila a Metoda v Trnave, Namestie Jozefa Herdu 2, 917 01 Trnava, SLOVENSKA REPUBLIKA

author

Stanislava Bellova