SPECIAL REQUIREMENTS FOR CORPORATE COMMUNICATIONS IN GEOGRAPHICALLY DEFINED MARKETS USING THE EXAMPLE OF THE SALE OF CONSTRUCTION FINANCING IN RURAL AREAS

Kód výsledku v IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F60076658%3A12510%2F19%3A43903540" target="_blank" >RIV/60076658:12510/19:43903540 - isvavai.cz</a>

Výsledek na webu

<a href="https://doi.org/10.31410/Balkans.JETSS.2019.2.2.185-193" target="_blank" >https://doi.org/10.31410/Balkans.JETSS.2019.2.2.185-193</a>

DOI - Digital Object Identifier

<a href="http://dx.doi.org/10.31410/Balkans.JETSS.2019.2.2.185-193" target="_blank" >10.31410/Balkans.JETSS.2019.2.2.185-193</a>

Jazyk výsledku

angličtina

Název v původním jazyce

SPECIAL REQUIREMENTS FOR CORPORATE COMMUNICATIONS IN GEOGRAPHICALLY DEFINED MARKETS USING THE EXAMPLE OF THE SALE OF CONSTRUCTION FINANCING IN RURAL AREAS

Popis výsledku v původním jazyce

Private mortgage lending business is an important business segment for retail banks. There are two main reasons for this. Firstly, the comparatively low risk. On the one hand, because many years of experience in this segment enable optimal risk management. On the other hand, the financed properties also provide optimum security. Due to the small size of this business segment, private construction financing was unattractive for major banks for a long time. On the other hand, this division was a core business for regional banks and savings banks. However, as a result of the banking crisis in 2007 and 2008 and the ECB’s ongoing low-interest policy, the private mortgage lending sector is now attractive to all market participants. This is reflected in fiercer competition. The importance of customer communication has therefore also increased in the advertising for new business. Since financial and personnel resources are limited, corporate communications are faced with the challenge of addressing potential customers as efficiently as possible. Communication science has already developed a number of concepts for optimal, integrated communication. These are based on average consumers. Against the background of possible regional deviations in media usage and consumer behaviour, this work explains that banks and savings banks with a regionally defined business area should set different priorities within the communications mix than supraregional providers. To this end, a field study was conducted in rural areas of the Nuremberg metropolitan region and analysed using a chi-square test. The study revealed the continuing importance of branches and personal advice, despite increasing digitalisation. At the same time, the necessity of closely networking stationary sales and online offers in rural areas becomes clear.

Název v anglickém jazyce

SPECIAL REQUIREMENTS FOR CORPORATE COMMUNICATIONS IN GEOGRAPHICALLY DEFINED MARKETS USING THE EXAMPLE OF THE SALE OF CONSTRUCTION FINANCING IN RURAL AREAS

Popis výsledku anglicky

Private mortgage lending business is an important business segment for retail banks. There are two main reasons for this. Firstly, the comparatively low risk. On the one hand, because many years of experience in this segment enable optimal risk management. On the other hand, the financed properties also provide optimum security. Due to the small size of this business segment, private construction financing was unattractive for major banks for a long time. On the other hand, this division was a core business for regional banks and savings banks. However, as a result of the banking crisis in 2007 and 2008 and the ECB’s ongoing low-interest policy, the private mortgage lending sector is now attractive to all market participants. This is reflected in fiercer competition. The importance of customer communication has therefore also increased in the advertising for new business. Since financial and personnel resources are limited, corporate communications are faced with the challenge of addressing potential customers as efficiently as possible. Communication science has already developed a number of concepts for optimal, integrated communication. These are based on average consumers. Against the background of possible regional deviations in media usage and consumer behaviour, this work explains that banks and savings banks with a regionally defined business area should set different priorities within the communications mix than supraregional providers. To this end, a field study was conducted in rural areas of the Nuremberg metropolitan region and analysed using a chi-square test. The study revealed the continuing importance of branches and personal advice, despite increasing digitalisation. At the same time, the necessity of closely networking stationary sales and online offers in rural areas becomes clear.

Druh

J_ost - Ostatní články v recenzovaných periodicích

CEP obor

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OECD FORD obor

50204 - Business and management

Projekt

—

Návaznosti

I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Rok uplatnění

2019

Kód důvěrnosti údajů

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

Název periodika

Balkan Journal of Emerging Trends in Social Sciences

ISSN

2620-164X

e-ISSN

—

Svazek periodika

2

Číslo periodika v rámci svazku

2

Stát vydavatele periodika

RS - Srbská republika

Počet stran výsledku

9

Strana od-do

185-193

Kód UT WoS článku

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EID výsledku v databázi Scopus

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