Proceedings of the “New Silk Road: Business Cooperation and Prospective of Economic Development” (NSRBCPED 2019)

Marketing in Banking Sector and Digital Ecosystems

Authors
Veronika Lizovskaya, Iana Salikhova, Ekaterina Khalina
Corresponding Author
Veronika Lizovskaya
Available Online 30 March 2020.
DOI
10.2991/aebmr.k.200324.146How to use a DOI?
Keywords
marketing in banking sector, digital ecosystem, consumer experience
Abstract

Currently, the banking sector is undergoing significant changes due to the development of digital technologies and changes in consumer behavior. In the context of increased competition, banks are looking for new ways to attract and retain customers, focusing on omnichannel service strategies and the development of a digital ecosystem. Thus, there is a need for additional research on customer experience and identification of the most promising areas of interaction with customers in the banking sector. The authors conducted a qualitative study, which included 4 focus groups and 6 in-depth interviews with participants of different ages, as well as a pilot quantitative study of the users most involved in using digital services. The results of the study made it possible to design a customer journey map for different categories of clients, to identify the most significant digital services and potential requests regarding existing and promising platforms and marketplaces.

Copyright
© 2020, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Download article (PDF)

Volume Title
Proceedings of the “New Silk Road: Business Cooperation and Prospective of Economic Development” (NSRBCPED 2019)
Series
Advances in Economics, Business and Management Research
Publication Date
30 March 2020
ISBN
978-94-6252-941-0
ISSN
2352-5428
DOI
10.2991/aebmr.k.200324.146How to use a DOI?
Copyright
© 2020, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Cite this article

TY  - CONF
AU  - Veronika Lizovskaya
AU  - Iana Salikhova
AU  - Ekaterina Khalina
PY  - 2020
DA  - 2020/03/30
TI  - Marketing in Banking Sector and Digital Ecosystems
BT  - Proceedings of the “New Silk Road: Business Cooperation and Prospective of Economic Development” (NSRBCPED 2019)
PB  - Atlantis Press
SP  - 790
EP  - 794
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.200324.146
DO  - 10.2991/aebmr.k.200324.146
ID  - Lizovskaya2020
ER  -