DRUŠTVENI MEDIJI U FUNKCIJI UPRAVLJANJA ODNOSIMA SA POTROŠAČIMA U POSLOVANJU BANAKA
THE USE OF SOCIAL MEDIA AS A MEANS OF CRM IN BANKING ORGANIZATIONS
Author(s): Verica BulovićSubject(s): Business Economy / Management, Accounting - Business Administration, Human Resources in Economy, ICT Information and Communications Technologies
Published by: Nezavisni univerzitet Banja Luka
Keywords: social media; communication; CRM; bank;
Summary/Abstract: Considered the social dynamics is increasingly adhering to the logic of networking while its conceptualisation will become the key for better understanding how economy functions. Social media is a relatively new type of direct communication media that has attracted a interest of global population. This paper discusses a potential use of social media and communication technologies in banks in order to establish relationships with widest range of bank clients. A survey conducted among 32 banks in Republic Serbia, 18 banks in BIH and 10 banks in Republika Srpska has shown that social media as a mean of direct communication with banking clients is not so popular.
Journal: SVAROG
- Issue Year: 2013
- Issue No: 6
- Page Range: 167-182
- Page Count: 16
- Language: Serbian
