MARKETING EFFICIENCY BANK WEBSITES IN THE REPUBLIC OF SRPSKA
Abstract
Banks today are under constant pressure to: retain their customers, reduce costs, manage risks and use modern technology as a source of competitive advantage. Banks have realized that for successful operation, it is not enough to have only a website that looks good. Today, additional requirements on the presentation demand the use of interactivity, multimedia, and the enabling of the completion of business directly via the internet, from the user's computer or smartphone. Through this work, we sought to carry out a comparison of websites for banks operating in the Republic of Srpska. As a tool for the objective comparison of bank websites in this work, we have used the application Website Grader. Website Grader measures the marketing effectiveness of a website and assigns it a final grade on a scale from 0 to 100. In addition to this final evaluation, the program provides for the option to assess individual parts of a website such as: the overall navigability, use of social media, security, performance and additional marketing tools.
References
Stankić R., Krsmanović B., „Elektronsko poslovanje“, FPE Bijelјina 2009.
Vasković, V., Božikić, G., Uloga Interneta u razvoju kreditiranja,VIII Međunarodna konferencija E-trgovina 2008. Srbija, Palić, 16-18. april 2008.
Želјan Rikić „Uticaj internet bankarstva na poslovanje komercijalnih banaka u BiH“, master rad, Fakultet poslovne ekonomije Bijelјina, Bijelјinlј, 2016.
Živković A., Stankić R., Krstić B. – „Informaciona tehnologija u bankarskom poslovanju“, Ekonomski fakultet u Beogradu, Beograd, 2007