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Analysis of virtualisation of consumer behaviour in the banking market

100%

Grybs-Kabocik M.

Handel Wewnętrzny

2018

tom 64

nr 6 t.1

Due to the fact that the banking market is said to be one of the most important markets for the economy, as well as to the fact that it is said that in Poland saturation of new technologies in this market is really high, it was decided to analyse the phenomenon of virtualisation of consumer behaviour in this market. The aim of this paper is to identify and characterise virtualisation of consumer behaviour in the banking market as well as the level of virtualisation in different phases of the decision-making process. In order to reach the goals of the paper, first of all a systematic literature review was adopted as the secondary research method. Afterward, there are quantitative research results presented. The research using the online questionnaire technique was conducted among 1200 respondents in Poland in 2016. The paper makes several contributions; it helps to understand consumers in the virtualisation context, but also provides an analysis of their decision-making process in the banking market. Therefore, managerial implication of the study is the support in marketing management decision regarding engagement of consumers in all stages of their decision-making process.

Conscious and latent consumers’ attitudes

88%

Grybs-Kabocik M.

World Scientific News

2017

tom 89

Ograniczanie wyników

1 Handel Wewnętrzny

1 World Scientific News

2 Grybs-Kabocik M.

1 2018

1 2017

Wyniki wyszukiwania

Analysis of virtualisation of consumer behaviour in the banking market

Conscious and latent consumers’ attitudes