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2023, vol. 9, br. 1, str. 127-159
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Uticaj pandemije COVID - 19 na digitalizaciju bankarskog sektora Srbije
Impact of the pandemic COVID - 19 on the digitalization of the banking sector of Serbia
Ključne reči: COVID-19 pandemic; digitalna zrelost; digitalizacija bankarstva
Sažetak
Ovaj rad sagledava posledice COVID -19 na digitalizaciju bankarskog sektora, kako bi se identifikovali izazovi i prilike bankarskog sektora Srbije. Istraživanje se sastoji od dva dela. U prvom delu su korišćenji statistički podaci regulatornih i nadzornih tela, a drugi deo se odnosi na terenska istraživanja, koja se baziraju na anketi. Obrada podataka je kreirana na softveru IBM SPSS Statistics. Anketni upitnici su prikupljani u periodu od januara do maja meseca 2022. godine. Za analizu su prihvaćeni odgovori 174 ispitanika, klijenata banaka. Upitnik je sastavljen pomoću Likertove petostepene skale. Ovakav uzorak možda nije sasvim reprezentativan, ali je u svakom slučaju dovoljno informativan, jer je moguće izvesti zaključak o doprinos svake promenljive razvoju digitalnog bankarstva. Za analiziranje veze između metričke promenljive i više nezavisnih promenljivih primenjujemo višestruku ili multiplu regresiju. Naše procene otkrivaju uticaj digitalnih proizvoda i usluga na razvoj digitalnog bankarstva. U istraživanju treba utvrditi i specifične ciljeve, konkretno koji procenat ispitanika je upoznat sa uslugama digitalnog bankarstva. Takođe, u daljoj analizi treba proveriti tvrđenje da je proporcija ispitanika koji imaju negativan stav prema digitalnom bankarstvu manja od 45%. U ovom istraživanju korišćena je regresiona analiza, kao deo analize koja se koristi za formiranje digitalne zrelosti klijenata u Srbiji. Za potrebe istraživanja poželjnih vrsta bankarskih proizvoda i usluga primenjena je dvofaktorska analiza. Analiza podataka pomoću SPSS verzija 20 za Windows pokazuje da: Postoji pozitivan i značajan uticaj digitalnih bankarskih proizvoda na zadovoljstvo klijenata banke. Analizirani modeli za istraživanje preferencija klijenta ukazuju da menadžerski pristup banke podrazumeva stvarno poznavanje i praćenje želja i preferencija svojih klijenata, kao i adekvatne ključne prioritete koje menadžeri bankarske industrije treba da pruže. Rezultati istraživanja pokazuju da digitalna banka može biti jedinstveni odgovor na sve izazove, kao i najefikasnije sredstvo za zadržavanje i privlačenje klijenata.
Abstract
This paper examines the consequences of COVID-19 on the digitalization of the banking sector, in order to identify the challenges and opportunities of the banking sector in Serbia. The research consists of two parts. The first part uses statistical data from regulatory and supervisory bodies, and the second part refers to field research, which is based on a survey. Data processing was created using IBM SPSS Statistics software. Survey questionnaires were collected in the period from January to May 2022. The answers of 174 respondents, bank clients, were accepted for analysis. The questionnaire was compiled using a five-point Likert scale. This sample may not be entirely representative, but in any case it is sufficiently informative, as it is possible to draw a conclusion about the contribution of each variable to the development of digital banking. To analyze the relationship between the metric variable and several independent variables, we use multiple or multiple regression. Our assessments reveal the impact of digital products and services on the development of digital banking. In the research, specific goals should be determined, specifically what percentage of respondents are familiar with digital banking services. Also, further analysis should verify the statement that the proportion of respondents who have a negative attitude towards digital banking is less than 45%. In this research, regression analysis was used, as part of the analysis used to form the digital maturity of clients in Serbia. A two-factor analysis was used to research the preferred types of banking products and services. Data analysis using SPSS version 20 for Windows shows that: There is a positive and significant impact of digital banking products on bank customer satisfaction. Analyzed models for researching client preferences indicate that the bank's managerial approach implies real knowledge and monitoring of the wishes and preferences of its clients, as well as adequate key priorities that managers of the banking industry should provide. The research results show that a digital bank can be a unique answer to all challenges, as well as the most effective tool for retaining and attracting clients.
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