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2021, vol. 50, br. 2, str. 34-48
Uticaj kvaliteta i karakteristika usluge na zadovoljstvo klijenata u bankarskom sektoru Severne Makedonije
aHalkbank ad Skopje, Macedonia
bUniversity American College Skopje, Macedonia
Ključne reči: zadovoljstvo klijenata; kvalitet usluge; SERVQUAL; elementi kvaliteta usluge; unapređenje banaka
Sažetak
Cilj ovog istraživanja jeste da analizira uticaj kvaliteta usluge na zadovoljstvo klijenata u bankarskom sektoru Severne Makedonije. Rad nastoji da pokaže utemeljenost zadovoljstva klijenata na ulozi i uticaju kvaliteta usluge. Autori su pokušali da odrede koji elementi kvaliteta usluge doprinose većem zadovoljstvu klijenata u banci Y. Autori su ispitali više teorija i koncepata u vezi sa zadovoljstvom klijenata, uslugama, kvalitetom usluga, lojalnošću, SERVQUAL modelom i finansijskim uslugama. Tokom procesa istraživanja, prikupljeni su podaci putem 68 potpuno i tačno ispunjenih upitnika. Rezultati su potvrdili da postoji veza između kvaliteta usluge i zadovoljstva klijenata. Pronađeni su značajni elementi koje banke treba da poboljšaju kako bi kod klijenata izazvale pozitivne utiske i stvorile pozitivno iskustvo. Zatim je predložena strategija i instrukcije za delovanje, kao završni deo ovog istraživanja.
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O članku

jezik rada: srpski, engleski
vrsta rada: izvorni naučni članak
DOI: 10.5937/bankarstvo2102034N
primljen: 23.02.2021.
prihvaćen: 27.04.2021.
objavljen u SCIndeksu: 25.09.2021.
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