University North. University centre Varaždin. Department of Communicology and Public Relations.
Abstract
Osnivač Microsofta Bill Gates 1994. godine rekao je „Bankarstvo je nužno, ali banke nisu“. Predvidio je tada u kojem se smjeru kreće tržište bankarskih usluga i što to znači za banke. Danas smo svjedoci ostvarenja tih predviđanja. Banke su kao i sve druge tvrtke ili institucije sudionici i pokretači svjetske ekonomske globalizacije i ne mogu biti imune na sve promjene novog doba. Nekoliko je svjetskih trendova koji utječu na ponovno definiranje bankarskog poslovanja: demografske, društvene, ekonomske i tehnološke promjene. Demografske i društvene u smislu novih generacija odraslih u potpuno novom svijetu s novim potrebama i željama. Ekonomske u smislu pojave novih participanata tržištu i tehnološke u smislu digitalizacije.
Svrha ovoga rada je identificirati obilježja korisnika mobilnog bankarstva u Hrvatskoj te definirati tri ključne karakteristike mobilnog bankarstva: fleksibilnost, sigurnost i upravljanje financijama u kontekstu motivacije potrošača. Bankarski sustav sporo se prilagođava novonastalim tržišnim uvjetima i posebice novoj paradigmi u kojoj se banke nužno moraju okrenuti svojim potrošačima. No, prije nego to mogu učiniti moraju ih dobro poznavati. U ovom radu provedeno je istraživanje čiji zadatak je otkriti što motivira potrošače mobilnog bankarstva i kako oni ocjenjuju njegove pojedine aspekte. Rezultati su pokazali da su u Hrvatskoj potrošači mobilnog bankarstva manje zabrinuti za sigurnost mobilnih aplikacija, cijene fleksibilnost aplikacija u odnosu na internetsko i klasično bankarstvo te ocjenjuju da bolje upravljaju svojim financijama.In 1994 Microsoft founder Bill Gates said "Banking is necessary, but banks are not." He then predicted in what direction the banking market was moving and what it meant for banks. Today, we are witnessing the realization of these predictions. Banks, like all other companies or institutions, are participants and drivers of global economic globalization and cannot be immune to all the changes of the new age. There are several global trends that are affecting the redefinition of banking: demographic, social, economic and technological changes. Demographic and social in terms of new generations of adults in a whole new world with new needs and wants. Economic in terms of new market participants and technological in terms of digitalization.
The purpose of this paper is to identify the characteristics of mobile banking users in Croatia and to define three key characteristics of mobile banking: flexibility, security and financial management in the context of consumer motivation. The banking system is slowly adapting to the emerging market conditions, and in particular to the new paradigm in which banks must necessarily turn to their customers. But before they can do that, they need to know them well. In this paper, research was conducted to discover what motivates mobile banking consumers and how they evaluate their individual aspects. The results show that in Croatia, mobile banking consumers are less concerned about mobile application security, appreciate the flexibility of applications compared to online and classic banking, and assess that they manage their finances better
