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2018, vol. 7, br. 14, str. 43-55
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Navike u korišćenju bankarskih usluga i zadovoljstvo kvalitetom korisnika bankarskih usluga u Crnoj Gori
Banking service habits and banking service quality satisfaction in Montenegro
Sažetak
Značaj kvaliteta je nezamjenjiv kada je u pitanju njegov doprinos u ostvaranju ciljeva banaka usmjerenih na zadržavanje klijenata, povećanju tržišnog učešća i građenju lojalnosti. Za marketing menadžere, problem definisanja kvaliteta predstavlja jedan od najznačajnijih zadataka. Primjena različitih modela u mjerenju kvaliteta dodatno je komplikovana činjenicom što ni usluga ni uslužni proces nije moguće standardizovati u oblasti bankarskih usluga. Pojava uslužnog gap-a koji utiče na nezadovoljstvo korisnika, zato treba djelovati u pravcu otklanjanja ili smanjenja uočenog gepa, ako banke žele smanjiti nivo nezadovoljstva među korisnicima. Istraživački dio rada obuhvata primjenu SERVQUAL modela u mjerenju kvaliteta bankarskih usluga. Podaci prikupljeni kvalitativnim eksplorativnim istraživanjem, obrađeni su statističkom metodom, primjenom SPSS programskog paketa, i analizirano je eventualno postojanje razlika u očekivanjima i percepcijama korisnika bankarskih usluga sa aspekta dimenzija kvaliteta u odnosu na sociodemografskih karakteristika ispitanika i sa aspekta navika pri korišćenju bankarskih usluga ispitanika.
Abstract
The importance of quality is irreplaceable when it comes to its contribution to the achievement of goals of banks aimed at retaining clients, increasing market share and building loyalty. For marketing managers, the problem of defining quality is one of the most important tasks. The application of different models in quality measurement is further complicated by the fact that neither the service nor the service process can be standardized in the area of banking services. A service gap will appear that will affect the dissatisfaction of users, therefore, it is necessary to act in the direction of removing or reducing the observed gap, if banks want to reduce the level of dissatisfaction among users. The research part encompasses the application of SERVQUAL models in measuring the quality of banking services. The data collected by qualitative exploratory research were processed using a statistical method with the SPSS program package, and will analyze possible differences in expectations and perceptions of users of banking services from the aspect of quality dimensions in relation to the socio demographic characteristics and habits of using banking services of the respondents.
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