Marketing of Banks - Segment of Students

Kód výsledku v 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>

Výsledek na webu

—

DOI - Digital Object Identifier

—

Jazyk výsledku

angličtina

Název v původním jazyce

Marketing of Banks - Segment of Students

Popis výsledku v původním jazyce

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.

Název v anglickém jazyce

Marketing of Banks - Segment of Students

Popis výsledku anglicky

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.

Druh

J_x - Nezařazeno - Článek v odborném periodiku (Jimp, Jsc a Jost)

CEP obor

AE - Řízení, správa a administrativa

OECD FORD obor

—

Projekt

—

Návaznosti

S - Specificky vyzkum na vysokych skolach

Rok uplatnění

2011

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název periodika

Scientific Papers of the University of Pardubice, Series D, Faculty of Economics and Administration

ISSN

1211-555X

e-ISSN

—

Svazek periodika

20

Číslo periodika v rámci svazku

2

Stát vydavatele periodika

CZ - Česká republika

Počet stran výsledku

12

Strana od-do

28-39

Kód UT WoS článku

—

EID výsledku v databázi Scopus

—