- Tytuł:
- POZYSKANIE POKOLENIA Y DLA BANKOWOŚCI ELEKTRONICZNEJ WYZWANIEM DLA POLSKICH BANKÓW
- Autorzy:
-
Schulz, Anna
Czarnecki, Edward - Powiązania:
- https://bibliotekanauki.pl/articles/447000.pdf
- Data publikacji:
- 2014
- Wydawca:
- Mazowiecka Uczelnia Publiczna w Płocku
- Tematy:
-
electronic banking
generation Y
social media
social marketing
the adoption of e-banking - Opis:
- In the last decade there has been considerable development of electronic banking channels. Despite the spread of the e-banking services number of people in Poland using this form is still lowin comparison to Europe or the world, even among the young people. This paper aims to show the ability to gain the young people of Generation Y to the e-banking by using tools offered by social media and mobile communication devices. The paper contains a description of the points/characteristics of Y Generation, important from a marketing perspective, a discuss the current level of use of the Internet by the Polish society and an analysis ofthe involvement of Polish banks in social networks. The paper shows that Polish banks do not take full advantage of social media in the expansion of electronic banking channels and shows that there are great opportunities in this area. Whereas Polish banks are among the leaders in the region in the development of mobile banking channel, although they are still at the beginning of the road.
- Źródło:
-
Zeszyty Naukowe PWSZ w Płocku. Nauki Ekonomiczne; 2014, 19
1644-888X - Pojawia się w:
- Zeszyty Naukowe PWSZ w Płocku. Nauki Ekonomiczne
- Dostawca treści:
- Biblioteka Nauki
Artykuł