Bankovni kanali za distribuciju financijskih usluga malim i srednjim poduzećima

master's thesis

• Title: Bankovni kanali za distribuciju financijskih usluga malim i srednjim poduzećima : Diplomski rad
• Title (english): Banking channels for distribution of financial services to small and medium-sized enterprises
• Author: Petra Pavlić
• Mentor: Mirko Palić (mentor)
• Committee member: Marko Kolaković (predsjednik povjerenstva)
• Committee member: Mladen Turuk (član povjerenstva)
• Committee member: Mirko Palić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Managerial Economics); Zagreb
• Defense date and country: 2019-09-30, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Economics of Entrepreneurship

Abstract

Kanali distribucije predstavljaju put kojim se proizvodi i usluge na suvremenom kompleksnom tržištu prenose od proizvođača do krajnjih potrošača, te su stoga neophodni za adekvatno funkcioniranje suvremenog gospodarstva. Uzimajući u obzir da su trendovi globalizacije i digitalizacije značajno proširili geografski doseg poduzeća, no istovremeno povećali očekivanja krajnjih potrošača, kompleksnost robno-uslužnih tokova značajno je porasla. Zbog toga su često u kanalima distribucije potrebni posrednici, specijalizirani za ubrzavanje i olakšavanje prijenosa proizvoda i usluga od proizvođača do krajnjih potrošača. Distribucijski kanali mogu uključivati samo proizvođače i krajnje kupce, no mogu biti i veoma kompleksni, s više razina posrednika, ovisno o razni kompleksnosti tržišta te specifičnostima proizvoda i usluga koje poduzeća pružaju. Kompleksnost i širina distribucijskih kanala također može varirati ovisno o tome jesu li krajnji potrošači fizičke osobe ili poduzeća. Nadalje, intenzivnim razvojem informacijsko-komunikacijskih tehnologija u 21. stoljeću, na važnosti u sve većoj mjeri dobivaju i kanali za distribuciju digitalnih proizvoda i usluga, gdje je pružateljima digitalnih i proizvoda usluga cilj pružiti klijentima visoku razinu korisničkog iskustva, te time ostvariti konkurentsku prednost. Među industrijama koje se temelje na informacijsko-komunikacijskim tehnologijama osobito se ističe bankarska industrija, s obzirom na sveobuhvatnu transformaciju bankarskog poslovanja uvođenjem digitalnih kanala distribucije, te stalno rastućim zahtjevima korisnika bankarskih proizvoda i usluga.
U sklopu diplomskog rada istraživat će se ključni i aspekti kanala distribucije te poveznice kanala distribucije s bankarskim sektorom, s naglaskom na bankovne kanale distribucije za mala i srednja poduzeća. Korištenje kanala distribucije u bankarstvu empirijski će se potkrijepiti istraživanjem poslovnog slučaja ključnih kanala distribucije za male i srednje poduzetnike u Sberbank d.d.
Zaključilo se da su kanali distribucije od velikog značaja za adekvatno funkcioniranje suvremenog gospodarstva, da uz proizvođača i krajnjeg potrošača uključuju niz posrednika, koji imaju funkciju ubrzavanja i olakšavanja distribucije proizvoda ili usluga. Zaključilo kako će u budućnosti upravo digitalni kanali predstavljati temelj bankarskog poslovanja, s obzirom na troškovnu učinkovitost i unaprjeđenje korisničkog iskustva. Sberbank konkurira znatno većim bankama koje posluju na Hrvatskom tržištu te po pitanju razvoja i unaprjeđenja kanala distribucije primarni fokus stavlja na mobilno bankarstvo, čime se nastoji postići jedinstvena ponuda vrijednosti za klijente, te ojačati konkurentska pozicija na tržištu.

Abstract (english)

Distribution channels represent the path by which products and services are delivered from the producer to the consumer in the modern complex market, thus are essential for the proper functioning of the modern economy. Considering that globalization and digitization trends have significantly expanded the geographical reach of business activities, yet increased end-user expectations at the same time, the complexity of product and service flows has increased significantly. For this reason, distribution channels often require intermediaries, specialized in speeding up and facilitating the transfer of products and services from producers to the consumers. Distribution channels can include only producers and end customers, but they can also be very complex, with multiple levels of intermediaries, depending on the complexity of the market and the specifics of the products and services that certain companies provide. The complexity and wideness of distribution channels may also vary depending on whether the end users are individuals or businesses. Furthermore, with the intensive development of information and communication technologies in the 21st century, digital distribution channels and services are becoming increasingly important, with digital products and services providers aiming to provide customers with a high level of customer experience, in order to obtain competitive advantage. Among the ICT-based industries, the banking industry is particularly prominent, given the comprehensive transformation of the banking operations through the introduction of digital distribution channels as well as ever-increasing demands of users of banking products and services.
This master thesis will examine the key aspects of distribution channels and the links between distribution channels and the banking sector, with an emphasis on small and medium enterprises distribution channels. The use of distribution channels in banking will be empirically supported by the research of key distribution channels for small and medium enterprises in Sberbank d.d.

It was concluded that distribution channels are of great importance for the proper functioning of the modern economy, that they include, in addition to the manufacturer and the end consumer, a number of intermediaries, which have the function of accelerating and facilitating the distribution of products or services. It concluded that in the future, it is digital channels that will be the cornerstone of banking, given its cost-effectiveness and improved customer experience. Sberbank competes with much larger banks operating in the Croatian market and places a primary focus on mobile banking in the development and improvement of distribution channels, which seeks to achieve a unique value proposition for clients and strengthen its competitive position in the market.

• Keywords: Kanali distribucije; bankarstvo; mala i srednja poduzeća; Sberbank.
• Keywords (english): Distribution channels; banking; small and medium enterprises; Sberbank.
• Language: croatian
• URN:NBN: urn:nbn:hr:148:190198
• Study programme: Title: Economics of Entrepreneurship; Study programme type: professional; Study level: specialist graduate; Academic / professional title: stručni specijalist/specijalistica poduzetništva (stručni specijalist/specijalistica poduzetništva)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Repository: REPEFZG
• Created on: 2019-09-29 20:10:12