FSS, J. Goričar Central Social Sciences Library, Ljubljana (ODKLJ)
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Izzivi tržnega komuniciranja bank v povezavi s spremembami poslovanja v času pandemije zaradi COVID-19 : diplomsko deloKirn, KajaŽe prej prisotna digitalizacija storitev je v času epidemije Covid-19 dobila še dodaten pospešek. A še vedno veliko štejejo tudi človeški stik in poslovalnice. Če so želele banke ohraniti status ... odlične učinkovite in koristne storitve za stranke, so se morale na korona krizo odzvati izjemno hitro. Cilj diplomske naloge je raziskati, kako so se v tržno komunikacijskih oddelkih izbranih slovenskih bank odzvali na spremembe poslovanja zaradi omejitev gibanja in združevanja, ki jih je prinesel Covid-19, in s kakšnimi izzivi so se pri tem soočili. Med raziskavo sem naredila štiri polstrukturirane intervjuje s predstavniki slovenskih bank. Zaključni del zajema deskriptivno analizo in ključne ugotovitve iz pridobljenih podatkov. Digitalizacija storitev, poslovnih procesov in distribucijskih poti se ne zgodi v nekaj dnevih ali tednih, zato so slovenske banke v začetku epidemije intenzivno komunicirale in ozaveščale svoje stranke o rešitvah, ki že obstajajo. Poudarek je bil na komuniciranju digitalnih storitev, ki preprečujejo fizični stik z drugo osebo. Zelo pomemben kanal v epidemiji je postal video klic, saj omogoča identifikacijo stranke na daljavo.Type of material - undergraduate thesis ; adult, seriousPublication and manufacture - Ljubljana : [K. Kirn], 2022Language - slovenianCOBISS.SI-ID - 114946307
Author
Kirn, Kaja
Other authors
Kamin, Tanja
Topics
Banke in bančništvo |
Poslovanje |
Tržno komuniciranje |
Pandemije |
Slovenija |
Univerzitetna in visokošolska dela |
Covid-19 |
spremembe poslovanja |
banke |
Covid-19 |
business change |
banks
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Kirn, Kaja | |
Kamin, Tanja | 22221 |
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