The Impact of Personal Sales Choice on Banking Services
Abstract
The purpose of this empirical research is to study and analyze the impact of personal sales choice on specific banking services. This sample included a total of 106 respondents and was staffed by clients of commercial banks in the Herzegovina-Neretva County. Starting from the issue and research objectives set, the main hypotheses is: H1: Personal selling has a positive effect on the selection of banking services. In order to achieve the objectives of research and test the main hypotheses, there are four additional hypotheses. For processing the collected dana, there is appropriate software-ski SPSS package applied. Data collected by the empirical research were processed with the use of more appropriate statistical methods: descriptive statistics, through the tabulation, calculating the average value, calculating the frequency of different responses and testing the reliability and validity of the applied measurement scales through CronbachAlpha coefficient. Suggested hypotheses were tested by multiple regression method. The results of the study confirmed the main and additional hypotheses and showed that personal selling has a significant positive impact on customers when choosing banking services.
Keywords: Personal sales, Banking services, Bank employees, Bank customers.
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