VAŽNOST DRUŠTVENO ODGOVORNIH MARKETINŠKIH PRAKSI NA TRŽIŠTU BANKARSKIH USLUGA : Diplomski rad

Ovaj diplomski rad veže se na znanstveno istraživanje Patina i suradnika iz (2014.) o značajnosti marketinških praksi koje je provedeno u Baltimoreu, USA. Vodeća poduzeća, ali i ostala koja se bore za svoj udio na tržištu konstantno razvijaju nove oblike poslovanja radi nužno potrebnog rasta i opstanka. Važan čimbenik u privlačenju korisnika ima način na koji se poduzeća odnose prema društveno odgovornom poslovanju te koje društveno odgovorne marketinške strategije koriste. Cilj ovog istraživanja bilo je ispitati koliku važnost društveno odgovornim marketinškim praksama na tržištu bankarskih usluga pridaju punoljetne osobe u Republici Hrvatskoj. Teorijski je definirano društveno odgovorno poslovanje i njegove podstavke te tržište financijskih usluga. Pomoću anketnog upitnika prikupljeni su podatci promatranih varijabli te su empirijski obrađeni. Dokazano je kako postoji statistički značajna razlika između muškaraca i žena te razlika u odnosu na dob ispitanika glede važnosti društveno odgovornih marketinških praksi. Rezultati su pokazali kako ne postoji razlika u percipiranoj važnosti s obzirom na prihod kućanstva kao ni na broj banaka čije usluge ispitanici koriste. Također, temeljem rezultata možemo zaključiti kako je bitan dominantan način korištenja bankarskih usluga za percepciju važnosti društveno odgovornih marketinških praksi.This thesis is linked to a scientific study by Patino et al. (2014) on the importance of marketing practices conducted in Baltimore, USA. Leading companies, but also others that are fighting for their market share, are constantly developing new forms of business for the necessary growth and survival. An important factor in attracting customers is the way companies relate to socially responsible business and which socially responsible marketing strategies they use. The aim of this research was to examine the importance that adults in the Republic of Croatia attach to socially responsible marketing practices in the banking services market. Theoretically, socially responsible business and its bases and the financial services market are defined. Using a survey questionnaire, the data of the observed variables were collected and empirically processed. It has been proven that there is a statistically significant difference between men and women and a difference in relation to the age of the respondents regarding the importance of socially responsible marketing practices. The results showed that there was no difference in perceived importance with respect to household income as well as the number of banks whose services respondents use. Also, based on the results, we can conclude that the dominant way of using banking services is important for the perception of the importance of socially responsible marketing practices