Social media jako element strategii banków opartej na budowaniu relacji z konsumentami

• Authors: Iwa Kuchciak

Title variants

EN

SOCIAL MEDIA AS AN ELEMENT OF BANKING STRATEGY BASED ON RELATIONSHIPS WITH CONSUMERS

• Languages of publication: PL

Abstracts

EN

The success of the Web 2.0 is said to lie in its unique feature of user provided content and therefore the empowering of users through sharing, collaborating, recommendation, tagging, trust and tribe building. Social media is a huge opportunity for brands if they learn to influence the collective wisdom of the crowd to be able to build a significant and defensible market position based on solid social acceptance. This study has been able to explore the world of social media and how an organization can derive maximum benefits from the available platforms. Particular attention has been paid to the concept of mass media in the banking sector and pointing to the role that social media play in the process of long-term and beneficial bank - customer relationships as well as improving the competiveness position. To align social media efforts with key business objectives, banks should conduct social media benchmarking to define key performance indicators that can guide a strategic approach to the channel. Not only will this kind of+ strategic engagement provide a wealth of insightful consumer data, it could help improve the customer experience, strengthen loyalty, and attract new business.

Keywords

EN

WEB 2.0; SOCIAL MEDIA; BANKING SECTOR

• Publisher: Wydział Zarządzania - Uniwersytet Gdański
• Journal: Zarządzanie i Finanse
• Year: 2012
• Volume: 4
• Issue: 1
• Pages: 349-366

Contributors

author

Iwa Kuchciak

• Zakład Finansów i Rachunkowości Banków, Wydział Ekonomiczno-Socjologiczny, Uniwersytet Łódzki, ul. Rewolucji 1905 r. nr 39, 90-214 Łódź