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Contemporary Models of Access to Customers in Serbian Banking Sector

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  • Ivana Marinovic Matovic

    (Addiko Bank AD Beograd, Serbia,)

Abstract

Globalization and increasingly intense competition have led to a new concept of access to bank customers. The new approach involves increasing the sales of banking products and services, maintaining existing customers, attracting new customers, and at the same time maintaining a high level of competitiveness. The new approach to bank customers is using contemporary Customer Relationship Management models, which support cross-selling processes. In the banking sector in Serbia, different forms of promotion are used in sales strategies: advertising, sales promotion, public relations, directs sales, direct marketing, sponsorship, and other forms. In the constant search for new clients, emphasis is placed on the predictive CRM environment. The predictive environment, by collecting and analyzing data from the media, from social networks, various services and other sources, better defines needs, and creates personalized offers for bank customers. The aim of this paper is to analyze the application of contemporary models of access to customers in the banking sector of Serbia, primarily the “Banking CRM model†. The paper will make a significant contribution in terms of understanding the CRM concept in Serbian banking sector, and the possibilities of its application in contemporary banking practice, in order to improve that the bank's sales message reaches the customer in the form of integrated personalized campaigns.

Suggested Citation

  • Ivana Marinovic Matovic, 2020. "Contemporary Models of Access to Customers in Serbian Banking Sector," Proceedings of the 16th International RAIS Conference, March 30-31, 2020 005imm, Research Association for Interdisciplinary Studies.
  • Handle: RePEc:smo:kpaper:005imm
    as

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    References listed on IDEAS

    as
    1. Eugene W. Anderson & Mary W. Sullivan, 1993. "The Antecedents and Consequences of Customer Satisfaction for Firms," Marketing Science, INFORMS, vol. 12(2), pages 125-143.
    2. Cătălina Chirica, 2013. "Relationship Marketing - Best Practice in the Banking Sector," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 15(33), pages 288-300, February.
    3. Becker, Jan U. & Greve, Goetz & Albers, Sönke, 2009. "The impact of technological and organizational implementation of CRM on customer acquisition, maintenance, and retention," International Journal of Research in Marketing, Elsevier, vol. 26(3), pages 207-215.
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    Keywords

    CRM; banking sector; Republic of Serbia; customer relationship;
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