Confronting Customer Stereotypes with Their Real Electronic Banking Behaviour
Marcin Szmydt , Witold Abramowicz
AbstractAgility and ability to produce IT innovations is what makes today’s leaders in the banking sector. These features certainly describe Polish banking, which is currently one of the most innovative in the world. Over the last ten years, the number of its active electronic banking customers has tripled, reaching 17.8 million in the first quarter of 2018 (ZBP, 2018). Moreover, 60% of smartphone owners in Poland have already used mobile banking, which gives the third highest result in EU (Deloitte, 2016). Poland has also introduced one of the first in Europe non-card payment called BLIK which is available to approximately 70% of the Polish banks’ customers (Finextra, 2017). However, despite the obvious benefits of electronic banking, some of the customers still need to be additionally convinced to adopt this technology. Therefore, Polish banks are trying to apply a variety of marketing and educational actions to speed up this electronic banking adoption even further. Sometimes, however, these actions are based on intuition and stereotypes that may not necessarily correspond with reality. To tackle this problem, proper segmentation and data mining techniques might be useful. Following paper contributes in providing a method for a customer segmentation based on proposed demographic stereotypes and analysing them from the angle of electronic banking. The research was based on real anonymised data of 3 million customers from one of the biggest Polish banks in which one of the authors works as a data scientist. Findings from this study should help to verify some marketing stereotypes against customers' real electronic behaviour. They prove that marketing stereotypes should not be taken for granted and need each time verification. Moreover, these findings may also be useful in the application of different electronic banking marketing strategies to each identified segment.
|Journal series||Proceedings of the International Congress on Banking, Economics, Finance, and Business, ISSN 2412-4044, (0 pkt)|
|Publication size in sheets||0.55|
|Conference||International Congress on Banking, Economics, Finance, and Business (BEFB 2018), 17-12-2018 - 19-12-2018, Sydney, Australia|
|Keywords in Polish||segmentacja klientów, stereotypy klientów, bankowość elektroniczna|
|Keywords in English||customer segmentation, customer stereotypes, electronic banking|
|Score||= 5.0, 16-04-2020, ArticleFromJournal|
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