Vliv CRM na užívání mobilního bankovnictví

This Diploma thesis devotes to explore the impact of the CRM department to E-banking mobile app. The theoretical part contains knowledge of Customer relationship management and communication channel in banking sector. In the practical part, a quantitative research is performed, which captures the impact of the non-sales campaign created by the CRM department on the use of mobile banking. The main goal of the work is a detailed evaluation of the campaign, assessment of its success and effectiveness. The result of the work is an evaluation of the success of the campaign in terms of internal metrics and an evaluation of the effectiveness of the campaign in terms of increasing the number of active users of mobile banking. Among other things, the practical part evaluates the development of the use of several promoted mobile banking functionalities as an additional factor in the effectiveness of the campaign. After evaluating the campaign, the campaign limits are described and a suggestion for improvement is made.