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2022, vol. 51, br. 1, str. 10-31
Unapređenje kvaliteta bankarskih usluga - primer mobilnog bankarstva
Univerzitet u Kragujevcu, Ekonomski fakultet, Srbija

e-adresajsavic@kg.ac.rs
Sažetak
Primena savremenih informacionih tehnologija obezbedila je bankama mogućnost komunikacije sa klijentima putem mobilnog bankarstva. U cilju unapređenja kvaliteta navedene usluge, banke moraju da prate i analiziraju komponente koje determinišu nameru klijenata da komunikaciju sa svojom bankom obavljaju putem ovog kanala. Cilj rada podrazumeva identifikovanje ključnih determinanti namere klijenata da koriste usluge mobilnog bankarstva putem empirijskog istraživanja sprovedenog na uzorku od 196 ispitanika. U radu se analizira efekat percipirane korisnosti i lakoće upotrebe kao glavnih komponenti TAM modela, uz proširivanje istog sa još dve komponente: poverenje i kredibilitet. Obradom podataka u softveru SPSS došlo se do rezultata da sve posmatrane komponente, izuzev poverenja, utiču na nameru klijenata da koriste mobilno bankarstvo. Dobijeni rezultati proširuju naučna saznanja u oblasti savremenih bankarskih komunikacija i obezbeđuju korisna saznanja za unapređenje kvaliteta bankarskih usluga.
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O članku

jezik rada: srpski, engleski
vrsta rada: izvorni naučni članak
DOI: 10.5937/bankarstvo2201010L
primljen: 31.01.2022.
prihvaćen: 20.02.2022.
objavljen u SCIndeksu: 01.07.2022.
Creative Commons License 4.0

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