Relative importance of neuromarketing in support of banking service users

Neuromarketing is one of the newer tools that banks are increasingly using in their marketing in order to fight for a larger number of their clients. Responses provided by 99 entrepreneurs in the Summer of 2020 regarding the role of neuromarketing in banking are collected in the research study. In our study, the homogeneity of variances is examined, ANOVA and post hoc analyses applied to see any differences among respondents across age groups, gender, education, and firm size. However, there is no evidence that the perception significantly varies across these categories, although respondents are comparatively more positive than negative when discussing neuromarketing

The Interplay of Attitudes and Effectiveness: A Study on Financial Education among Young People in the Republic of Serbia

This paper describes the current state of young people's attitude towards the world of finance and their need for financial education. Today, financial education is already practiced in many European countries, but this is not the case in the Republic of Serbia. However, research shows that financial literacy is one of the necessary skills for young people in the 21st century. The research results were presented on a sample of 175 people (exploratory research) aged between 18 and 35 from Serbia. The attitude of the respondents towards finances was presented, their financial habits were examined, and the results were presented using the method of descriptive statistics. Financial literacy plays a crucial role in promoting sustainable development and green finance by empowering individuals to make informed decisions that contribute to economic stability and growth

Marketinške komunikacije u savremenom poslovanju

Rezime: Marketinška komunikacija je ključni elemenat u sveukupnim naporima savremene kompanije da izgradi dugoročne odnose sa kupcima. Značaj marketinške komunikacije se naglo povećao tokom poslednje decenije XX veka. Skoro da nema oblasti u sferi marketinga koja je doživela tako dramatične izmene kao što su to marketinške komunikacije. Velike promene u sferi informacionih tehnologija su uticale na pojavu segmentiranog marketinga, koji je uslovio da se savremenom marketinškom komunikacijom može prodreti do manjih segmenata potrošača sa prilagođenijim porukama. Kompanija je odgovorna za procenu koje će promotivne alatke koristiti pre isporuke adekvatne i pozitivne poruke potrošačima. To rezultira ka tome da se marketinška komunikacija posmatra kao način upravljanja odnosima s kupcima u odredjenom vremenskom periodu. Pravovremena informisanost kao i poverenje potrošača su put ka lojalnosti kompanijskom brendu, a to povratno omogućava kompaniji profit i ispunjenje dugoročnih ciljeva poslovanja. Jedino planskim aktivnostima marketinških komunikacija i neposrednom interakcijom sa potrošačima podstiče se stalni rast preduzeća i satisfakcija potrošača

KORPORATIVNA DRUŠTVENA ODGOVORNOST KAO MARKETING STRATEGIJA

Predmet ovog rada predstavlja korporativna društvena odgovornost kao marketing strategija kompanija, koje jedinstvenim, inovativnim i društveno odgovornim aktivnostima uspevaju da se promovišu i postignu što bolju konkuretnost na tržištu. Korporativna društvena odgovornost je u savemenom poslovanju često korišćen koncept, kojim se nastoji ostvariti doprinos rešenju važnih društvenih pitanja i istovremeno problema društvene zajednice u kojoj kompanije posluju. U zavisnosti od toga koliko se kompanija promišljeno bavi društveno odgovornim projektima kojima upravlja, kao i principima njihovog ostvarenja, zavise i načini afirmisanja postignutih rezultata. Pored implementacije društveno odgovornih principa i inicijativa, neophodno je i efikasno promovisanje istih, uz adekvatnu primenu interne i eksterne komunikacije. Implementacijom društveno odgovornih aktivnosti, kompanija stiče zavidnu konkurentsku prednost, ojačava poziciju svojih brendova u proizvodima/uslugama, stiče naklonost pretpostavljenih državnih tela ali i celokupne društvene zajednice. Pregledom i analizom dostupne literature u radu je prikazano kako korporativna društvena odgovornost utiče na dalji razvoj preduzeća, stvaranje konkurentske prednosti, kreiranje imidža istog i, pre svega, ostvaruje naklonost krajnjih korisnika i zajednice u kojoj posluje implementacijom usklađenih standarda poslovanja, etike u radu i održivih poslovnih i marketing strategija. Autorke u radu ukazuju na ulogu i značaj društveno odgovornog marketinga, svih poželjnih aktivnosti i načina implementacije istih radi poboljšanja poslovnih performansi kompanije i što boljeg pozicioniranja na tržištu, ali i na izvestan skepticizam potrošača koji može nastati direktnim oglašavanjem

Analyzing the Banking Business: Relevance of Service Value for the Satisfaction and Loyalty of Consumers

This research paper defines service value as the multidimensional overall user evaluation of the efficiency of a particular service in the context of the benefits they provide, measured through satisfaction and loyalty of consumers and, in this particular case, of entrepreneurs. By distributing a questionnaire comprising a set of descriptive questions and a five-point Likert scale, the authors managed to collect 281 valid responses from entrepreneurs in Serbia. Structural equation modelling was used to evaluate the impact of service value factors on satisfaction and, ultimately, loyalty. Following a confirmatory factor analysis, the authors found that quality, personal relationship, expediency, leadership, and perceived costs significantly impacted the bank users’ satisfaction, which is ultimately converted into lasting loyalty towards the dominant bank used in a daily routine or running personal business. Even though new forms of business are more and more focused on the individual and subjective attitude towards banking service, a large number of determinants still need to be identified. In this research, all hypotheses about the influencing factors were confirmed

Critical Human Resources Factors for the Efficient Implementation of the HACCP Standard in the Catering Industry

Human resources management is an important function in the hospitality sector, taking into consideration the fact that organizations within this sector, such as hotels, tourist agencies, hospitality objects, restaurants and resorts, depend on their employees as a source of competitive advantage. Therefore, the processes and human resources management philosophy in the hospitality sector must be applied well in order to ensure the commercial sustainability of organizations in this sector. Human resources are usually the first contact between companies and their clients; therefore, the efficient management of human resources is crucial for the success of the companies operating in the tourism and hospitality fields. The paper explores the precise specificity of human resources management in the tourism and hospitality fields, i.e. the employee training and development processes with a focus on the importance of human resources for the success of the companies operating within the service sector. The paper includes a research study based on the 142 respondents employed in different positions in the catering industry in the municipalities of the City of Belgrade, the Republic of Serbia. The research goal is to identify the needs for employee training and development that have appeared with the introduction of the Hazard Analysis Critical Control Points Standard (HACCP standard) to the facilities included in the research sample

Factors Affecting the Efficiency of Teaching Process in Higher Education in the Republic of Serbia during COVID-19

From the moment the Republic of Serbia declared a state of emergency in the summer semester of 2019/2020, higher education institutions (HEIs) used various teaching models from Distance Learning Systems (DLS), online platforms and modern information and communication technologies (ICT), to sending materials via student e-mails and notifications via faculty portals. Using survey research as a method, the paper describes the experiences of teachers and associates at HEIs in Serbia (780 respondents) regarding the efficiency of provided education services. In this article, we used the method of content analysis and participatory observation, as well. We analysed the attitudes of teachers and associates apropos the efficiency of providing educational services through the work from home (WFH) model and distance learning (DL) and other models used in response to COVID-19 epidemiological measures in education. During the WFH setup, we looked for factors that affect educational efficiency. When it comes to the statistical technique, factor analysis was selected. Technology, managerial support, and work–home conflict are all expected to impact process efficiency, so these were the first criteria considered when selecting potential factors. Principal Component Analysis (PCA) was used as the extraction method, and the Varimax rotation method was also used. We discarded all factors with eigenvalues below one. Four factors caught our attention: School management support, Family–work conflict, Home infrastructure, and Technology choice. The results showed that F1 (School management support) is positively correlated to F2 (Family–work conflict) and efficiency and negatively correlated to F3 (Home infrastructure). Conversely, F2 is negatively correlated to F3 and positively correlated to efficiency. The F4 factor shows no significant correlations to other factors

Factors Affecting the Efficiency of Teaching Process in Higher Education in the Republic of Serbia during COVID-19

From the moment the Republic of Serbia declared a state of emergency in the summer semester of 2019/2020, higher education institutions (HEIs) used various teaching models from Distance Learning Systems (DLS), online platforms and modern information and communication technologies (ICT), to sending materials via student e-mails and notifications via faculty portals. Using survey research as a method, the paper describes the experiences of teachers and associates at HEIs in Serbia (780 respondents) regarding the efficiency of provided education services. In this article, we used the method of content analysis and participatory observation, as well. We analysed the attitudes of teachers and associates apropos the efficiency of providing educational services through the work from home (WFH) model and distance learning (DL) and other models used in response to COVID-19 epidemiological measures in education. During the WFH setup, we looked for factors that affect educational efficiency. When it comes to the statistical technique, factor analysis was selected. Technology, managerial support, and work–home conflict are all expected to impact process efficiency, so these were the first criteria considered when selecting potential factors. Principal Component Analysis (PCA) was used as the extraction method, and the Varimax rotation method was also used. We discarded all factors with eigenvalues below one. Four factors caught our attention: School management support, Family–work conflict, Home infrastructure, and Technology choice. The results showed that F1 (School management support) is positively correlated to F2 (Family–work conflict) and efficiency and negatively correlated to F3 (Home infrastructure). Conversely, F2 is negatively correlated to F3 and positively correlated to efficiency. The F4 factor shows no significant correlations to other factors