Marketing of banks - segment of students
ČlánekOtevřený přístuppeer-reviewedpublishedDatum publikování
2011
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Vedoucí práce
Oponent
Název časopisu
Název svazku
Vydavatel
Univerzita Pardubice
Abstrakt
The competitive environment forces the banks to make different marketing mixes for different customer segments. It is clear that the differentiation and innovation can be the way how to gain new customers or to hold the current
customers. Students are a specific marketing segment and banks usually have specific
offer for them. The banks realize the students probably finish higher education in the future. Generally it is true that higher education is connected with higher income and therefore this segment of clients can make the VIP group of bank clients in the future. Moreover some of the students are employed and they use not only the free services but also a lot of paid bank services. Above that many students use the overdraft with high interest rate (usually 12-22%). This article deals with marketing of student accounts on the Czech banking market and presents the results of empirical research
from Autumn 2011.
Rozsah stran
p. 28-39
ISSN
1211-555X (Print)
1804-8048 (Online)
1804-8048 (Online)
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Projekt
Zdrojový dokument
Scientific papers of the Univerzity of Pardubice. Series D, Faculty of Economics and Administration. 20 (2/2011)
Vydavatelská verze
Přístup k e-verzi
Název akce
ISBN
Studijní obor
Studijní program
Signatura tištěné verze
47940-20
Umístění tištěné verze
Univerzitní knihovna (studovna)
Přístup k tištěné verzi
Klíčová slova
banking, marketing mix, competitiveness, innovation, student accounts, marketing research