THE MARKETING OF THE BANK NOVA LJUBLJANSKA BANKA D.D.

Tema diplomskega dela se nanaša na marketing bančnih storitev. Predvsem smo se posvetili marketingu v Novi ljubljanski banki d.d. in problemu osipa strank. Znanje smo črpali iz delovnih izkušenj in iz študija na fakulteti. S študijem strokovne literature, analizo obstoječega stanja in izvedeno anketo zaposlenih smo poskušali najti način, kako se približati stranki, z njo navezati dolgoročni poslovni odnos in jo tako obdržati v domači banki. Poskušali smo najti rešitve, kako preprečiti fluktoacijo strank, ki se kaže vse od leta 2009 naprej. Teoretični del predstavlja spoznanja in ugotovitve posameznih strokovnjakov s področja marketinga in pomen trženja s poudarkom na razvojnem trendu v bančništvu in trženjskem spletu. Razložili smo osnovne pojme marketinga, različne vire smo med sabo primerjali in združevali. V praktičnem delu smo, poleg predstavitve Nove ljubljanske banke d.d., posebno pozornost namenili SWOT analizi, kakovosti storitev, poslovni uspešnosti in raziskavi trženjskih poti. Pri tem smo ugotavljali, ali se Nova ljubljanska banka d.d. poslužuje vseh možnosti, ki so ji pri tem na razpolago. Na koncu diplomske naloge smo podali tudi svetovalno poročilo, v katerem so predlogi in smernice za izboljšavo bančnih storitev. Marketing spreminja in kreira svet okoli nas, odloča, kateri izdelek bomo spregledali, katerega kupili, narekuje tempo našemu življenju. Bodimo torej pogumni in poskušajmo obrniti zakonitosti marketinga sebi v prid.The subject of the thesis is marketing of banking services. We primarily focused on the marketing in the Nova ljubljanska banka d.d. and the problem of dropout of clients. We drew knowledge from work experience and from studies at the faculty. We tried to find a way to get closer to the client, build a long-term business connection and keep the client at the bank by studying professional literature, analyzing the existing situation and conducting a survey amongst the employees. We tried to find a solution for the fluctuation of clients, which is present from 2009 onwards. The theoretical part represents findings and conclusions of individual experts from the field of marketing and the importance of marketing with focus on the development trend in banking and the marketing net. We explained the basic concepts of marketing and compared different sources amongst each other and combined them. In the practical part, in addition to presenting Nova ljubljanska banka d.d., we also paid special attention to the SWOT analysis, service quality, business performance and the study of marketing paths. In doing so, we determined whether Nova ljubljanska banka d.d. uses all these options, which are available to it. At the end of the thesis we gave an advisory report which contains suggestions and guidelines for improving banking services. Marketing changes and creates the world around us, it decides which product we will overlook, which we will buy and it dictates the pace of our lives. So let us be brave and try to turn the laws of marketing to our advantage