LEGAL-MARKETING ASPECTS OF BUSINESS OPERATIONS OF BANKS IN BOSNIA AND HERZEGOVINA

Сажетак

n recent years, the banking sector of Bosnia and Herzegovina has been acting intensively with marketing activities towards all users of financial services in Bosnia and Herzegovina. In the constant competitive struggle for the largest possible participation in the financial market, banks ignore or disrespect main business, legal, ethical and marketing principles and norms for relationships with users of their services. Although all citizens are directly or indirectly clients of the banking sector, there is an oversaturation of the market, which often leads to an inadequate relationship between providers and users of financial services. Declared bank offers lead citizens to reckless and inappropriate borrowing in relation to their economic possibilities, and on the other hand, the banking sector also suffers the consequences of excessive client borrowing. There are legal solutions that regulate the work of banks, but they are not involved in a timely manner and are not even applied to a sufficient extent in order to protect the users of services on the financial market of Bosnia and Herzegovina. The aim of the paper is to point out the main legal and marketing aspects of banks’ business operations, i.e. misconceptions and problems that citizens, primarily loan users, are exposed to, because there is an insurmountable gap between the conditions offered and their practical application. There is a violation of the fundamental rights of users of financial services, which is based on the monopolistic behavior of banks and unprincipled application and enforcement of legal regulations by regulatory authorities.