Internet usage in advertising and distribution in the banking services market
Internet usage in advertising and distribution in the banking services market

Summary/Abstract: The paper presents the results of a research whose main aim was to determine the extent of Internet use in the SME sector and in the distribution of banking services. To reach this objective, direct interviews using a research questionnaire (PAPI) were conducted on a random sample of SMEs operating in the Polish banking market. A total of 1,100 interviews were conducted with managers responsible for selecting a bank to handle the company’s financial operations. It is worth to point out the extensive use of the Internet, which grows along with the number of employees. The main conclusion is that the Internet can be treated as a way of conducting business or as a tool supplementing traditional marketing that provides customers with additional advantages.

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