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2012, vol. 14, br. 1, str. 13-22
Analiza elemenata kvaliteta usluga u korporativnom bankarstvu
aUniverzitet u Kragujevcu, Ekonomski fakultet
bUniverzitet u Kragujevcu, Fakultet za hotelijerstvo i turizam, Vrnjačka Banja

e-adresavmarinkovic@kg.ac.rs
Projekat:
Preklinička ispitivanja bioaktivnih supstanci (MPNTR - 41010)

Sažetak
Fokusiranost na potrošače poslednjih godina doživljava ekspanziju u uslužno orijentisanim delatnostima, uključujući i banke. Potrebe korisnika finansijskih usluga dinamično se menjaju, zbog čega je neophodno da banke razvijaju dugoročne poslovne odnose sa svojim klijentima, kako bi postale i ostale profitabilne. Cilj ovog istraživanja usmeren je na ispitivanje stavova korporativnih klijenata - malih i srednjih preduzeća - o različitim elementima kvaliteta usluga, koje pružaju bankarske institucije. Rezultati realizovane studije ističu tri ključna elementa kvaliteta uslužne ponude u korporativnom bankarstvu: poštovanje i razumevanje klijenata, profesionalnost i imidž. Ovakvi rezultati dodatno potvrđuju da bankarske institucije treba tesno da sarađuju sa klijentima, što je moguće samo ako se istinski posvete marketinškoj orijentaciji u svakodnevnom poslovanju.
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O članku

jezik rada: srpski, engleski
vrsta rada: izvorni naučni članak
DOI: 10.5937/ekonhor1201013M
objavljen u SCIndeksu: 24.07.2012.

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