Țichindelean Beca Monica, Cetină Iuliana and Țichindelean Mihai
Neuromarketing as research method contrbutes to understanding consumer behavior a step further than traditional marketing research. The aim of the current study is to explore the usability and cognitive understanding of banking services webpages. In this regard, the theoretical part of the article reviews the relevant literature related to neuromarketing as research method and the use of eye-tracker as research technique. Further on, a two-step research design was developed for studying the consumers’ attention and memory during and after viewing two Romanian banking services websites. The results showed that the way information is structured and presented on the webpages influence their usabiliy and cognitive understanding.
Small and Medium Enterprises (SMEs) are a high potential target for banks to attack, but also a risky segment; high potential because the need for financing is increasing, but risky because the crisis affected a lot the solvability and profitability of these companies. On the other hand, loan facilities are some of the most complex banking products (if we analyse diverse financing needs of small companies, but rather due to the analysis and approval processes in banks). In defining strategic alternatives for financing products for SMEs, the following steps are essential: evaluating potential market segments and/or sub segments, always focusing on the general and particular commercial objectives of the bank, analysing the strategies used by the major competitors and last, but not least: developing motivational systems for the employees of the branches - the main distribution channel for a banking product.