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2018, vol. 49, br. 4, str. 259-276
Privrženost brendu kao determinanta lojalnosti klijenata - primer korporativnog bankarskog sektora
Univerzitet u Kragujevcu, Ekonomski fakultet

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

Ključne reči: privrženost; lojalnost; sa-tisfakcija; korporativni klijenti; bankarski sektor
Sažetak
Menadžeri brojnih banaka neretko ukazuju na relevantnost korporativnih klijenata, imajući u vidu kompleksnost njihovih finansijskih zahteva u poređenju sa finalnim potrošačima, kao i njihov doprinos profitabilnosti banke. Budući da je dugoročna profitabilnost jedan od primarnih ciljeva svake banke i da lojalni korporativni klijenti predstavljaju osnovne generatore budućih novčanih tokova, banke koncentrišu svoje napore ka zadovoljenju zahteva svojih klijenata, kako bi uspostavile dugoročne odnose. Višestruke koristi postizanja lojalnosti klijenata ukazuju na potrebu utvrđivanja uloge determinanti kao što su privrženost i satisfakcija, kako bi se kreirala optimalna marketing strategija. Stoga, cilj ovog istraživanja usmeren je ka utvrđivanju uloge privrženosti brendu u procesu razvoja lojalnosti korporativnih klijenta u bankarskom sektoru Republike Srbije. Istraživanjem su obuhvaćene različite antecedente privrženosti i satisfakcija klijenata kao važan pokretač lojalnosti. Rezultati realizovane studije ističu poverenje i društvene veze kao važne antecedente afektivne, a atraktivnost alternativa i troškove propuštene prilike kao antecedente kalkulativne privrženosti. Doprinos sprovedenog istraživanja ogleda se u popunjavanju identifikovanog gepa u postojećoj literaturi, kao i obezbeđenju svojevrsnih dokaza, koji imaju relevantne teorijske i menadžerske implikacije u oblasti bankarstva.
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O članku

jezik rada: srpski
vrsta rada: originalan članak
DOI: 10.5937/markt1804259S
objavljen u SCIndeksu: 28.03.2019.
metod recenzije: dvostruko anoniman
Creative Commons License 4.0