Czynniki warunkujące wykorzystanie kanałów sprzedaży usług finansowych w świetle teorii selekcji mediów

• Autorzy: Marcin Lipowski

Warianty tytułu

Factors Determining the Use of Channels of Sales of Financial Services in the Light of the Theory of Media Selection

• Języki publikacji: PL

Abstrakty

Celem publikacji jest próba wyjaśnienia uwarunkowań wykorzystywania określonych kanałów dystrybucji usług w kontekście teorii mediów. Podstawą prowadzonej analizy jest zestawienie teorii selekcji mediów z wynikami badań autora nad zachowaniami konsumentów na rynku usług finansowych. Badania wskazują, że teorie wykorzystania mediów w komunikacji znajdują potwierdzenie w zachowaniach klientów banków. Zasobność kanału komunikacji nie zawsze jest kluczowa w wyborach konsumentów. Poza nią istotne znaczenie mają cele korzystania z usług, postrzegane koszty oraz dostępność pożądanych usług w danym kanale. Artykuł ma charakter badawczy. (abstrakt oryginalny)

EN

An aim of the article is an attempt to explain determinants of the use of definite channels of services distribution in the context of the media theory. The grounds for the carried out analysis is confrontation of the theory of media selection with the author's research findings in the market for financial services. The research shows that the theories of use of media in communication are confirmed in banks' clients' behaviours. Abundance of the communication channel not always is key in consumers' choices. Besides it of the substantial importance are purposes of the use of services, the perceived costs and availability of the desired services in a given channel. The article is of the research nature. (original abstract)

Słowa kluczowe

PL

Usługi finansowe; Dystrybucja usług; Teoria komunikowania; Zachowania konsumenta

EN

Financial services; Services distribution; Theory of communication; Consumer behaviour

• Czasopismo: Handel Wewnętrzny
• Rocznik: 2015
• Numer: nr 3
• Strony: 131--140

Twórcy

autor

Marcin Lipowski

• Uniwersytet Marii Curie-Skłodowskiej w Lublinie

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