Pozicioniranje brenda ponude bankarskih usluga– perspektiva Srbije
Brand Positioning Through Banking Services’ Offer – Serbian Perspective
Apstrakt
Predmet istraživanja ovog rada odnosi se na utvrđivanje međuzavisnih odnosa ključnih elemenata neophod-nih za pozicioniranje bankarskih brendova na tržištu Srbije.Glavni cilj ovog rada je da analizira način na koji menadžeri banaka u Srbiji percipiraju pozicioniranost brenda banke u kojoj rade i vrednost ponude usluga za potrošače – korporativne klijente. Fokus istraživanja je na identifikovanju i upoređivanju zavisnih odnosa između ključnih elemenata za pozicioniranje brenda ponude: svesti o brendu, asocijacija na brend, percipiranom kvalitetu i lojalnosti brendu. Za potrebe istraživanja predstavljenog u ovom rada primenjena je tehnika on-line istraživanja. Prikupljeno je 49 odgovora menadžera u bankama zaduženih za korporativne klijente. Rezultati su analizirani primenom jednosmerne analize varijanse (ANOVA). Dobijeni rezultati upućuju na to da postoji snažna zavisnost između posmatranih elemenata: svesti o brendu - asocijacije na brend, asocijacije na brend - percipirani kvalitet i percipirani kvalitet-lojalnost brendu. Takođe je dat prikaz tretutne pozicije brendova bankarske ponude, kao i smernice za unapređenje pozicije bankarskih brendova na tržištu Srbije.
Abstract
The subject of this paper relates to the determination of interdependent relationship of the key elements necessary for the positioning of brands in the banking market in Serbia.The main goal of this paper is to analyze the way in which managers of banks in Serbia perceived brand positioning of banks in which they work, and the value of the customer service offer – corporate clients. Research focuses on identifying and comparing the dependent relationships between the key elements of offers’ brand po-sitioning: brand awareness, brand associations, perceived quality and brand loyalty. For the purpose of the research presented in this paper on-line surveying techniques was applied. 49 responses were collected form banking managers responsible for corporate clients. Results were analyzed using one-way analysis of variance (ANOVA).Acquired results indicate that there is a strong correlation between the observed elements: awareness of the brand-brand associations, brand association-perceived quality and perceived quality of brand-loyalty. Also, this paper provides an overview of the current position of the banking brands, as well as guidelines for improving the position of banking brands on the Serbian market.
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