Tadqiqotda raqamli marketing usullari tijorat banklarining iqtisodiy ko'rsatkichlariga, ayniqsa bank sektorining o'zgaruvchan muhitida qanday ta'sir ko'rsatishi batafsil ko'rib chiqilgan. Tadqiqotda Oʻzbekistondagi ATIB Ipoteka bankining 18 yillik moliyaviy maʼlumotlaridan foydalangan holda raqamli marketing xarajatlarining koʻpayishi, xodimlarni rivojlantirishga investitsiyalarning ortishi va uning banklar daromadiga taʼsiri oʻrtasidagi bogʻliqligi o’rganildi. Tadqiqotda bank sohasida marketing strategiyalar ta'sirini bashorat qilish va baholash uchun VAR (Vector Autoregressive) va ARDL (Autoregressive Distributed Lag) modellari ishlab chiqildi. Natijalar raqamli marketing harajatlarining ortishi, bank ishchi xodimlariga qilingan investitsiyalarning o‘sishi va tijorat banklarining moliyaviy muvaffaqiyatlari o'rtasidagi kuchli bog'liqligi ochib berildi. Ushbu tadqiqot raqamli marketing samaradorligi bo'yicha kengroq munozaraga hissa qo'shadi va moliyaviy institutlar uchun marketing strategiyasi va inson kapitaliga sarmoya kiritish orqali iqtisodiy samaradorligini optimallashtirishga qaratilgan qimmatli tushunchalarni taqdim etadi.
Tadqiqotda raqamli marketing usullari tijorat banklarining iqtisodiy ko'rsatkichlariga, ayniqsa bank sektorining o'zgaruvchan muhitida qanday ta'sir ko'rsatishi batafsil ko'rib chiqilgan. Tadqiqotda Oʻzbekistondagi ATIB Ipoteka bankining 18 yillik moliyaviy maʼlumotlaridan foydalangan holda raqamli marketing xarajatlarining koʻpayishi, xodimlarni rivojlantirishga investitsiyalarning ortishi va uning banklar daromadiga taʼsiri oʻrtasidagi bogʻliqligi o’rganildi. Tadqiqotda bank sohasida marketing strategiyalar ta'sirini bashorat qilish va baholash uchun VAR (Vector Autoregressive) va ARDL (Autoregressive Distributed Lag) modellari ishlab chiqildi. Natijalar raqamli marketing harajatlarining ortishi, bank ishchi xodimlariga qilingan investitsiyalarning o‘sishi va tijorat banklarining moliyaviy muvaffaqiyatlari o'rtasidagi kuchli bog'liqligi ochib berildi. Ushbu tadqiqot raqamli marketing samaradorligi bo'yicha kengroq munozaraga hissa qo'shadi va moliyaviy institutlar uchun marketing strategiyasi va inson kapitaliga sarmoya kiritish orqali iqtisodiy samaradorligini optimallashtirishga qaratilgan qimmatli tushunchalarni taqdim etadi.
В исследовании рассматривается влияние цифрового маркетинга на финансовую эффективность коммерческих банков, особенно в меняющемся банковском секторе. В этом исследовании используются финансовые данные ATIB «Ипотечный банк» Узбекистана за последние 18 лет, чтобы изучить взаимосвязь между более высокими расходами на цифровой маркетинг, увеличенными инвестициями в развитие персонала и их влиянием на чистую прибыль банков. Исследование использует расширенный статистический анализ для создания моделей векторной авторегрессии (VAR) и авторегрессионного распределенного лага (ARDL). Эти модели используются для прогнозирования и оценки того, как маркетинговые инициативы влияют на банковский сектор. Результаты подчеркивают сильную связь между более высоким финансовым успехом коммерческих банков, большей приверженностью персонала и ростом инициатив в области цифрового маркетинга. На основе данных временных рядов эконометрические уравнения VAR и ARDL предлагают прочную основу для понимания динамичной связи между маркетинговой тактикой и экономическими результатами в банковском секторе. Это исследование расширяет разговор об эффективности цифрового маркетинга, предоставляя важные данные для финансовых учреждений, которые хотят повысить свою экономическую эффективность за счет стратегических инвестиций в маркетинг и человеческие ресурсы.
The study paper provides a detailed examination of how digital marketing methods affect the economic efficiency of commercial banks, specifically within the changing environment of the banking sector. The study examines the relationship between higher digital marketing spending, increased investment in staff development, and their impact on the net income of banks using 18 years of financial data from ATIB "Mortgage Bank" in Uzbekistan. The study uses advanced statistical analysis to create Vector Autoregressive (VAR) and Autoregressive Distributed Lag (ARDL) models to predict and assess the impact of marketing initiatives in the banking industry. The results highlight a strong correlation between increased digital marketing initiatives, greater staff commitment, and higher financial success of commercial banks. The VAR and ARDL econometric equations, generated from time series data, offer a strong foundation for comprehending the dynamic relationship between marketing tactics and economic results in the banking sector. This research adds to the overall discussion on the effectiveness of digital marketing, providing significant data for financial institutions looking to improve their economic efficiency by strategically investing in marketing and human resources.
№ | Author name | position | Name of organisation |
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1 | Xonturayev .A. | PhD | “Oila va xotin-qizlar”ilmiy-tadqiqot instituti |
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