The significance of social networks as digital communication channels in Serbian banks

Abstract

The implementation of modern digital technologies in banking, as well as the integration of communication and sales channels are significant factors for business success in the banking market. Specifically, the benefits of digital banking are the ability to optimize and standardize services and more efficient customer approach, resulting in higher quality of service and lower costs of delivery. The method and form of communication with current and future clients is often a decisive factor in gaining loyalty and increasing the customer base, and digital communication channels, and above all social networks, have a significant upward trend in modern banking. The study whose results are presented in this paper, was aimed to investigate the views of bank managers regarding the influence of social networks, as digital channels of communication, on the profitability of banks in Serbia. The results show that managers believe that in order to increase market share and improve customer relations, banks should continuously invest resources in educating both their employees and their clients in respect to digital communication, and particularly in terms of communication through social networks. In addition to continuous employee education, the bank should observe and implement relevant modern technologies related to digital communication platforms, as this business model is an inevitable trend in modern banking.

Keywords

• social networks
• digital communication channels in banking
• information and communication technologies
• digital marketing