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Marketing
2014, vol. 45, br. 4, str. 290-298
jezik rada: srpski
vrsta rada: prethodno saopštenje
doi:10.5937/markt1404290M


Merenje emocionalnih reakcija klijenata banaka
Univerzitet u Kragujevcu, Ekonomski fakultet

e-adresa: vmarinkovic@kg.ac.rs, vobradovic@kg.ac.rs

Sažetak

Orijentacija na klijente je važan faktor sticanja održive konkurentske prednosti poslovnih banaka. Savremene marketinški orijentisane banke moraju biti fokusirane na razumevanje i zadovoljenje finansijskih zahteva svojih klijenata. Pažnja menadžmenta treba da bude usmerena i ka ispitivanju kvaliteta odnosa koji banka ima sa svojim klijentima. U tom kontekstu, važno je merenje emocionalnih reakcija klijenata. Cilj rada je identifikacija ključnih pokretača emocionalnih reakcija. Konkretno, u radu su posmatrane dve emocionalne reakcije: satisfakcija i afektivna privrženost. U sprovedenoj studiji, koncipirana su dva istraživačka modela koji obuhvataju četiri nezavisne varijable (kvalitet usluga, imidž banke, poverenje i društvenu povezanost), pri čemu je u prvom modelu satisfakcija posmatrana kao zavisna varijabla, a u drugom modelu uloga zavisne varijable pripala je afektivnoj privrženosti. Rezultati ukazuju na umeren stepen satisfakcije, ali i nizak stepen afektivne privrženosti ispitanika. Pri tome, poverenje je najznačajniji faktor emocionalnih reakcija. S druge strane, klijenti smatraju da banke pružaju dobar kvalitet usluga, pri čemu je kvalitet značajan pokretač satisfakcije, ali ne i pokretač afektivne privrženosti.

Ključne reči

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