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2021, vol. 52, br. 2, str. 83-94
Determinante satisfakcije bankarskih klijenata uslugama internet bankarstva u Srbiji
aDžavni univerzitet u Novom Pazaru, Departman za ekonomske nauke
bDžavni univerzitet u Novom Pazaru

e-adresavehapi@gmail.com, alekpek@np.ac.rs, zsabotic@np.ac.rs
Ključne reči: internet bankarstvo; Srbija; satisfakcija klijenata; e-satisfakcija
Sažetak
U ovom radu analizirana je satisfakcija bankarskih klijenata uslugama internet bankarstva u Republici Srbiji. Cilj istraživanja je da se izmeri stvarni nivo zadovoljstva klijenata domaćih banaka uslugama internet bankarstva i utvrdi povezanost satisfakcije internet bankarstvom i njenih glavnih determinanti. Istraživanje je sprovedeno pomoću upitnika i učešće je uzelo 193 ispitanika. Dobijeni odgovori su obrađeni korišćenjem deskriptivne statičke analize, analize pouzdanosti istraživačkih varijabli, korelacione analize i multivarijantne regresione analize. Na osnovu analize relevantne literature, kao nezavisne varijable određeni su efikasnost, bezbednost i privatnost, pristupačnost, responzivnost i troškovi, dok je satisfakcija zavisna varijabla. Rezultati istraživanja pokazuju da najjači uticaj na satisfakciju bankarskih klijenata uslugama internet bankarstva ima faktor efikasnosti, slede responzivnost, bezbednost i privatnost, dok pristupačnost i troškovi nemaju statistički značajan uticaj na satisfakciju korisnika internet bankarstva.
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O članku

jezik rada: srpski
vrsta rada: izvorni naučni članak
DOI: 10.5937/mkng2102083V
objavljen u SCIndeksu: 28.12.2021.
metod recenzije: dvostruko anoniman
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