Preferowane kanały dystrybucji w bankowości detalicznej (w świetle badań)
Customers’ channel preferences in retail banking

Summary/Abstract: Two main trends – development of technology and Internet introduce significant changes to marketing practice. IT (road network) makes possible to create an individual customer profile which leads to tailored of his needs and preferences in niches or even global markets. Integrated distribution strategy effectiveness relays on analysis of interactions and adaptation to customer needs by using different channels. It is envisaged that integrated distribution – channel strategy could improve the communication between company and clients and make the relationship more effective.

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