DIGITALNA KOMUNIKACIJA I DIGITALNE USLUGE U BANKARSTVU
DIGITAL COMMUNICATION AND DIGITAL SERVICES IN BANKING

Summary/Abstract: The economic crisis that occurred in 2008 affected the way banking and financial services are performed. The crisis opened the way for new entrants to change the financial services market with new technologies and business models. In recent years, neobanks have appeared, i.e. digital banks, which offer financial services through digital channels without an open network of physical branches. The digital way of doing business has enabled banks to minimize operating costs and provide access to their services for free or at minimal costs. The new way of doing business depends on the banks' interest in helping clients and represents an important form of communication in financial institutions. The relationship in communication with clients is decisive in gaining loyalty and increasing the client base. The aim of the research is the impact of digital banking on the improvement of the bank's market position in achieving the set goals. The paper highlights the advantages of digital banking in attracting more clients. The subject of the research contributed to reaching a conclusion about the influence of the quality-of-service distribution channels on service performance, which provides quality delivery and low costs. Banks use technological innovations that make it possible to reach less accessible and demanding clients. This paper shows to what extent a bank defines its digital sales portfolio and whether there are common items in that process that are used by all banks.

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