Relative Importance of Neuromarketing in Support of Banking Service Users
Relativni značaj neuromarketinga u podršci korisnicima bankarskih usluga
Abstract
Neuromarketing is one of the newer tools that banks are increasingly using in their marketing in order to fight for a larger number of their clients. Responses provided by 99 entrepreneurs in the Summer of 2020 regarding the role of neuromarketing in banking are collected in the research study. In our study, the homogeneity of variances is examined, ANOVA and post hoc analyses applied to see any differences among respondents across age groups, gender, education, and firm size. However, there is no evidence that the perception significantly varies across these categories, although respondents are comparatively more positive than negative when discussing neuromarketing.
Apstrakt
Neuromarketing predstavlja jedan od novijih alata koji banke sve češće koriste u svom marketingu kako bi se izborile za što veći broj klijenata. U okviru sprovedenog istraživanja, o ulozi neuromarketinga u bankarstvu, prikupljeni su odgovori 99 preduzetnika tokom leta 2020. U istraživanju je ispitana homogenost varijansi, primenjene su ANOVA i post hoc analize kako bi se videle bilo kakve razlike među ispitanicima po starosnim grupama, polu, obrazovanju i veličini preduzeća. Međutim, nema dokaza da se percepcija značajno razlikuje u ovim kategorijama, iako su odgovori ispitanika relativno više pozitivni nego negativni kada razgovaraju o neuromarketingu.
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