METHODS OF SALES PROMOTION OF BANKING SERVICES TO LEGAL PERSONS IN THE POSTAL BANK OF SLOVENIA, D.D.-BANKING GROUP NOVA KBM D.D.

V diplomskem delu sem skušala predstaviti področje trženja bančnih storitev s poudarkom na storitvah za pravne osebe. Osredotočila sem se na Poštno banko Slovenije, d.d. — bančna skupina Nove kreditne banke Maribor d.d., njene konkurenčne prednosti, poslanstvo, usmeritve, ter poleg splošne opredelitve bančnih storitev, posebnosti trga bančnih storitev, vključila tudi konkretno poslovanje za pravne osebe v tej banki. Predstavila sem trženjski splet za storitve (trženjski instrumenti 7P oziroma 8P), kjer sem podrobneje opisala pomen vsakega posameznega trženjskega instrumenta. Z načrtovanjem trženjskih aktivnosti storitveno podjetje konkretizira prihodnje delovanje, opredeli prilagajanje spremembam na trgu in natančno določi, katere trženjske instrumente bo uporabljalo pri izvajanju posameznih trženjskih aktivnosti. Poudarila sem pospeševanje prodaje, ki je eden temeljnih instrumentov marketinškega komuniciranja za dosego zastavljenih ciljev. Izvedla sem tržno raziskavo s katero se je ugotavljalo dejavnike zadovoljstva uporabnikov bančnih storitev, dejavnike, ki najbolj vplivajo na zvestobo ter dejavnike in storitve, s katerimi so uporabniki bolj ali manj zadovoljni. Kakovost bančnih storitev je bila in bo ostala prvotnega pomena za oblikovanje odnosa banke do uporabnikov storitev. Za izvajanje kakovostnih storitev pa mora banka imeti visoko kakovostno tehnologijo in visoko usposobljen kader. Banka na katero sem se osredotočila poskuša vedno znova na različne načine prilagajati bančne storitve komitentom in vse večja pozornost se usmerja na ugotavljanje zadovoljstva oz. nezadovoljstva komitentov, kar je vsekakor posledica vse večjih zahtev in pričakovanj s strani komitentov.In my thesis I tried to present the area of marketing of banking services with an emphasis on services to legal entities. I focused on the Postal Bank of Slovenia, d.d. - Banking group Nova KBM d.d. its competitive advantages, mission, policies, and in addition to the general definition of bank services, special market for banking services, included the actual business of the legal person in the bank. I presented the marketing mix for services (marketing instruments 7P or 8P), where I describe in detail the importance of each marketing instrument. The planning of marketing activities services company gives concrete future action, identify adaptation to market changes and define what marketing tools will be used in carrying out various marketing activities. I highlighted the sales promotion, which is one of the main instruments of marketing communication to achieve the set objectives. I conducted market research which has examined the factors of satisfaction of users of banking services, the factors that most influence the loyalty, and service factors, with which users are more or less satisfied. The quality of banking services has been and will remain of prime importance to create the relationship of the bank to service users. For the implementation of quality services and the bank must have a high-quality technology and highly trained staff. Bank in which I try to focus again and again in different ways to adapt banking services to customers and increasing attention is given to assessment of satisfaction or dissatisfaction of customers, which is certainly due to the increased demands and expectations from the customers