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2014, vol. 43, br. 6, str. 120-145
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Kvalitet usluge u bankama primenom tehnike tajne kupovine
Quality of service in banks by applying the mystery shopping technique
Sažetak
U današnje vreme, kvalitet usluge je nesumnjivo najznaCajnija kategorija u bankarskom sektoru. Fokusiranost na potrošaCe tj klijente poslednjih godina doživljava ekspanziju u uslužno orjentisanim delatnostima a pogotovu bankama. Potrebe korisnika finansijskih usluga dinamiCno se menjaju, zbog Cega je neophodno da banke razviju dugoroCne poslovne odnose sa svojim klijentima, kako bi zadovoljile njihove potrebe i bile profitabilne. Pored svega toga vlada i velika konkurencija na bankarskom tržištu, i veoma Cesto je kvalitet usluge komparativna prednost banke. Jedan od naCina merenja kvaliteta usluge je i tajna kupovina. Tajnom kupovinom se meri ponašanje zaposlenih u organizaciji. Zaposleni u bankama se ocenjuju tokom uslužne interakcije. Zaposleni su ujedno i prva karika komunikacije korisnika sa bankom. Rad se zasniva na prikazu naCina na koji se izvodi tajna kupovina u bankama kao i prikazu rezultata tajne kupovine u najvećim bankama u Novom Sadu. Cilj istraživanja je prikaz znaCaja tajne kupovine u bankama, problem koji se rešava je kvalitet usluge u bankama. Metodologija je obuhvatala anketiranje zaposlenih, istraživanje i analizu dobijenih internih materijala od banaka. Kao rezultat istiCemo kako tajna kupovina utiCe na zadovoljstvo i satisfakciju klijenata i na koji naCin se tajnom kupovinom može dostići kvalitet usluge koji je iznad oCekivanja u bankarskom sektoru. IstiCe se takođe koliko su ljudski faktor tj zaposleni važna kategorija u merenju kvaliteta usluge u bankarskom sektoru. Istraživanjem su uoCeni i koraci kojih bi se trebalo pridržavati da bi tajna kupovina bila što uspešnija. Dalja istraživanja koja bi se mogla izvesti iz navedenog su finansijski pokazatelji kvaliteta usluge pre korišćenja alata tajne kupovine i nakon njihovog korišćenja.
Abstract
In our present times the quality of service is beyond any doubt the most significant category in the banking sector. Focus on consumers, i.e. clients over the last few years is experiencing an expansion in the services oriented activities especially in banks. The needs of users of financial services have also experienced a dynamic change and it is necessary for the banks to develop their long-term business relationship with their clients, in order to satisfy their needs and render their own business profitable. In addition, a robust competition prevails on the banking market, and very often quality of service appears to be the competitive advantage of a bank. One of the ways to measure quality of service is also its mystery shopping. Mystery shopping is measuring the conduct of staff employed in an organisation. Bank employees are being judged during their service offering interaction. Staff employed is also the first link in the chain of communication between the client and the bank. The paper is based on the presentation of the manner in which the mystery shopping is conducted in banks, and also on the presentation of results of the mystery shopping in the major banks operating in Novi Sad. The objective of this research work is to present the significance that the mystery shopping has in banks, and the problem thus resolved is the quality of services offered in banks. Methodology applied was interviewing of the staff employed, and the research and analysis of the internal materials received from banks. We are pointing out, based on the result obtained from the research, at the ways in which mystery shopping is affecting satisfaction of clients, and the ways in which through mystery shopping the high quality of service can be achieved, the one that is beyond expectations in the banking sector. Emphasis is also made at the importance that the human factor has, i.e. staff employed as an important category in measuring quality of service offered in the banking sector. Research disclosed also the steps that should be applied in order to render mystery shopping more effective. Further research that could be conducted from the above mentioned are the financial indicators of the quality of service before the application of the mystery shopping tool and after its implementation.
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