Alustavate ettevõtjate otsustusprotsess pangateenuse valikul
Laen...
Kuupäev
2023
Kättesaadavus
24.08.2023
Autorid
Ajakirja pealkiri
Ajakirja ISSN
Köite pealkiri
Kirjastaja
Eesti Maaülikool
Abstrakt
Tiheda konkurentsiga pangandussektoris on äritarbijate käitumine muutunud üha olulisemaks
teguriks, mis mõjutab pankade toodete ja teenuste tarbimist. Pangad peavad olema teadlikud
oma klientide vajadustest ning tundma ka konkurente, et mõista, millised tegurid on toodete
ja teenuste tarbimisel olulised.
Magistritöö eesmärk on kaardistada alustavate ettevõtjate otsustusprotsess pangateenuse
tarbimisel ning sellest tulenevalt tuua välja peamised tegurid pangateenuse valikul.
Uurimistöö põhineb äri- ja tarbijakäitumise teooriale ja mudelitele. Uurimistöö eesmärgi
saavutamiseks kasutas autor segameetodit, mis sisaldas kvalitatiivset kui ka kvantitatiivset
andmekogumismeetodit. Kvalitatiivse meetodina korraldas töö autor seitse
poolstruktureeritud personaalintervjuud ettevõtjatega, kes on oma ettevõtte loonud viimase
kolme aasta jooksul. Kvalitatiivse analüüsi tulemuste põhjal täiendas töö autor uurimust
kvantitatiivse meetodiga, kus andmete kogumiseks kasutati ankeetküsitlust. Ankeetküsitluse
vastuseid saadi 104-lt mikro- ja väikeettevõtjalt.
Uurimistöö tulemustest selgus, et alustavad ettevõtjad võtavad pangateenuste valimisel
arvesse mitmeid tegureid. Lisaks varasemale pangakogemusele peetakse oluliseks
pangakonto avamise lihtsust ning eelistatakse Eesti päritoluga panka. Teenustasu üks oluline tegure, mida ettevõtjad arvestavad, sest alustavatel ettevõtetel on sageli väiksem eelarve ja
kulude kokkuhoid on prioriteet.
Magistritöö uurimistulemustele tuginedes on võimalik seonduvaid teemasid süvitsi uurida.
Näiteks võib uurida, missugune pangateenuse kasutajamugavus on ettevõtjatele oluline.
Lisaks võib võrrelda näiteks ärikliendi pangateenuse hinnakirja ja tingimusi ja uurida
põhjalikumalt eri ettevõtete pangateenuse valikuid tegevusalade lõikes.
In the highly competitive banking sector, the behavior of business customers has become an increasingly important factor influencing the consumption of banks’ products and services. Banks need to be aware of their customers’ needs and also know their competitors to understand which services and products are popular. The aim of this thesis is to map the decision-making process of start-ups in the consumption of banking service and to investigate what are the main factors influencing their choice of a banking service. The research is based on business and consumer behavior theory and models. In order to achieve the objective of the research, the author used a mixed method including both qualitative and quantitative data collection methods. As a qualitative method, the author carried out 7 semi-structured face-to-face interviews with entrepreneurs who have set up their own business in the last 3 years. Based on the results of the qualitative analysis, the author complemented the study with a quantitative method using a questionnaire survey to collect data. Questionnaire responses were received from 104 micro and small entrepreneurs. The results of the research revealed that start-ups take several factors into account when choosing a banking service. In addition to previous banking experience, the ease of opening a bank account and the preference for an Estonian bank are considered important. Service fees are one of the important factors that entrepreneurs consider because startups often have smaller budgets and cost savings are a priority. Based on the research results of the master’s thesis, it is possible to study related topics in depth. For example, it can be studied which aspects of convenience and simplicity are important for entrepreneurs when using a banking service, a comparison of the price list and terms of banking services for a business customer can be carried out and the choice of a banking service across the business areas of different companies can be thoroughly researched.
In the highly competitive banking sector, the behavior of business customers has become an increasingly important factor influencing the consumption of banks’ products and services. Banks need to be aware of their customers’ needs and also know their competitors to understand which services and products are popular. The aim of this thesis is to map the decision-making process of start-ups in the consumption of banking service and to investigate what are the main factors influencing their choice of a banking service. The research is based on business and consumer behavior theory and models. In order to achieve the objective of the research, the author used a mixed method including both qualitative and quantitative data collection methods. As a qualitative method, the author carried out 7 semi-structured face-to-face interviews with entrepreneurs who have set up their own business in the last 3 years. Based on the results of the qualitative analysis, the author complemented the study with a quantitative method using a questionnaire survey to collect data. Questionnaire responses were received from 104 micro and small entrepreneurs. The results of the research revealed that start-ups take several factors into account when choosing a banking service. In addition to previous banking experience, the ease of opening a bank account and the preference for an Estonian bank are considered important. Service fees are one of the important factors that entrepreneurs consider because startups often have smaller budgets and cost savings are a priority. Based on the research results of the master’s thesis, it is possible to study related topics in depth. For example, it can be studied which aspects of convenience and simplicity are important for entrepreneurs when using a banking service, a comparison of the price list and terms of banking services for a business customer can be carried out and the choice of a banking service across the business areas of different companies can be thoroughly researched.
Kirjeldus
Magistritöö
Majandusarvestuse ja finantsjuhtimise õppekaval
Märksõnad
magistritööd, turundus, otsustusprotsess, pangateenused, ettevõtjad, nõudlus