Tradycyjny a nowoczesny sposób budowania zaufania klientów do banku na przykladzie mBanku
Traditional and Modern Ways to Build the Trust of Commercial Bank Customers

Author(s): Marika Świeszczak
Subject(s): Economy, Business Ethics, Socio-Economic Research
Published by: Wydawnictwo Uniwersytetu Łódzkiego
Keywords: advertisement;gamification;mBank;communication marketing;trust;banks
Summary/Abstract: Marketing is an area that particularly affects consumer marketing decisions, especially through the use of instruments such as advertisement and gamification. Advertisements are traditional tools for shaping relationships with consumers, while gamification represents a modern and even innovative trend of marketing communication. In order to obtain knowledge about the impact of advertisement and gamification on consumer confidence in mBank, both a quantitative method (an experiment) and a qualitative method (an analysis of the contents of the selected advertisements and mGra) have been used. The choice of these methods seems to be the most appropriate one from the point of view of the research problem, since the quantitative approach allowed the author to explain the studied phenomenon, while the qualitative approach contributed to its understanding.

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