Marketing of Banks - Segment of Students
The result's identifiers
Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F00216275%3A25410%2F11%3A39892395" target="_blank" >RIV/00216275:25410/11:39892395 - isvavai.cz</a>
Result on the web
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DOI - Digital Object Identifier
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Alternative languages
Result language
angličtina
Original language name
Marketing of Banks - Segment of Students
Original language description
The competitive environment forces the banks to make different marketing mixes for different customer segments. It is clear that the differentiation and innovation can be the way how to gain new customers or to hold the current customers. Students are aspecific marketing segment and banks usually have specific offer for them. The banks realize the students probably finish higher education in the future. Generally it is true that higher education is connected with higher income and therefore this segment of clients can make the VIP group of bank clients in the future. Moreover some of the students are employed and they use not only the free services but also a lot of paid bank services. Above that many students use the overdraft with high interest rate(usually 12-22 %). This article deals with marketing of student accounts on the Czech banking market and presents the results of empirical research from Autumn 2011.
Czech name
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Czech description
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Classification
Type
J<sub>x</sub> - Unclassified - Peer-reviewed scientific article (Jimp, Jsc and Jost)
CEP classification
AE - Management, administration and clerical work
OECD FORD branch
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Result continuities
Project
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Continuities
S - Specificky vyzkum na vysokych skolach
Others
Publication year
2011
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů
Data specific for result type
Name of the periodical
Scientific Papers of the University of Pardubice, Series D, Faculty of Economics and Administration
ISSN
1211-555X
e-ISSN
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Volume of the periodical
20
Issue of the periodical within the volume
2
Country of publishing house
CZ - CZECH REPUBLIC
Number of pages
12
Pages from-to
28-39
UT code for WoS article
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EID of the result in the Scopus database
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