UTICAJ PANDEMIJE COVID - 19 NA DIGITALIZACIJU BANKARSKOG SEKTORA SRBIJE
DOI:
https://doi.org/10.5937/Oditor2301127BKljučne reči:
COVID-19 pandemic, digitalna zrelost, digitalizacija bankarstvaApstrakt
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.
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