《INTERNET BANKING MARKETING SOLUTIONS》.pdf

INTERNET BANKING MARKETING SOLUTIONS Hermanis RULLIS University of Latvia Faculty of Economics and Management Aspazijas bulv. 5 Riga, LV – 1050 Latvia Hermanis.Rullis@ Biruta SLOKA University of Latvia Faculty of Economics and Management Aspazijas bulv. 5 Riga, LV – 1050 Latvia Biruta.Sloka@lu.lv Abstract: The purpose of this research is to compare and evaluate the current state of the internet banking marketing in Latvia as result to offer new possible solutions for the internet banking marketing and also directions for further researches that could extend knowledge in this field of science. The paper is based on exploratory research for a sample of five largest banks by number of internet banking accounts and expert survey was conducted in banks to collect experts’ opinions about internet banking marketing. Authors for internet banking marketing evaluation have used a functionality dimension from tree dimension model developed to evaluate digital business environment. Research results show that despite maturity of banking market and sophistication of information and communication technologies internet bank environment is not used for marketing activities as much as it could