IDENTIFICATION OF EFFECTIVENESS OF MARKETING METHODS ON BANKING SERVICES IN ABANKA VIPA D.D.

V diplomski nalogi smo obravnavali trženje bančnih storitev v Abanki Vipa d.d. Osredotočili smo se predvsem na načine trženja ter analizirali in primerjali uspešnost trženjskih metod, ki jih uporabljajo. Zanimalo nas je, kaj lahko banka sploh še naredi, da ohrani stare in pridobi nove komitente, v razmerah popolne konkurence. Predstavili smo tudi omenjeno podjetje oz. naše delovno okolje. V prvem delu diplomska naloga podaja teoretične osnove za lažje razumevanje teme diplomske naloge. Pomagali smo si z literaturo priznanih avtorjev, ki so na različne načine preučevali trženje storitev. V drugem, praktičnem delu smo naredili podrobno analizo problemskega stanja, podali osnovne hipoteze in uporabili metodo anketnega vprašalnika za zbiranje podatkov. Z anketo smo želeli pridobiti informacijo, kako se obstoječi komitenti odzivajo na različne tržne metode, ki jih uporabljajo v tem podjetju. Anketirali smo komitente v poslovalnici Abanke v Tržiču, nekaj rešenih anket smo prejeli prek elektronske pošte. Podatke, pridobljene na vzorcu 94 komitentov, smo statistično obdelali, obrazložili zastavljene hipoteze in predstavili ugotovitve ter predlagali morebitne izboljšave.The present graduation thesis discusses the marketing of banking services within Abanka Vipa d.d., focusing primarily on its marketing methods and analysing as well as comparing the effectiveness of the methods used. Of particular interest was what the bank could at all do to retain the old and gain new customers, given that the market is virtually inundated with competitive banks. The above mentioned company and its actual working environment are presented as well. In its first part, the graduation thesis presents the theoretical backgrounds for easier understanding of the topic of the carried out research. We were aided with references and literature published by acknowledged authors, who have been studying the marketing services, aimed at improving the position on the market, in most diverse ways. In the second, practical part, we made a detailed analysis of the company\u27s problematic issues, presented the basic hypotheses and deployed the questionnaire method for data gathering. Through the questionnaire, we attempted to acquire the information as to how the existing customers responded to the various marketing methods utilized by the company. We interviewed the customers of Abanka Tržič, while some filled in questionnaires were received via e-mail. The data acquired on the sample of 94 random customers were statistically processed. At the same time, the set hypotheses were explained as well as our findings presented and potential improvements proposed