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Vol. 12 No. 1 (2025)
Alfraganus University: Proceedings of the Republican Scientific and Practical Conference

Articles

RAQAMLI MARKETING STRATEGIYALARINING TIJORAT BANKLARI OMONAT HAJMINI OSHIRISHDAGI O‘RNI: NAZARIY TAHLIL

DOI 10.63294/afucon/vol12iss1/105 Google Scholar Google Scholar Pages 536-547

Published 2025-12-12

Authors
Raximov Shoxrux Furqatovich
Affiliation
“Oʻzsanoatqoʻrilishbank” ATB departament direktori
PDF (Uzbek)

Abstract

Ushbu maqolada raqamli marketing strategiyalarining tijorat banklari omonat hajmini oshirishdagi nazariy asoslari tizimli ravishda tahlil qilingan edi. Muallif raqamli marketing vositalari bank omonatlari o‘sishiga bevosita emas, balki mijoz ishonchi, sadoqat, jalb qilish va foydalanish qulayligi kabi mediator omillar orqali ta’sir ko‘rsatishini asoslab berdi. Tadqiqotda bank vositachilik nazariyasi, texnologiyani qabul qilish modeli (TAM), munosabatlar marketingi va IMC konsepsiyasi o‘zaro bog‘liqlikda ko‘rib chiqildi hamda yagona konseptual model ishlab chiqildi. Nazariy tahlil natijalari raqamli kanallarning integratsiyalashgan holda qo‘llanilishi omonat bazasini barqaror kengaytirishga xizmat qilishini ko‘rsatdi. Maqola kelgusidagi empirik tadqiqotlar uchun metodologik asos yaratdi.

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