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Business Survey Research on Usage of Corporate Banking Advisory Services in Croatia

In today’ s turbulent times Croatian modern firms need to survive under high pressure of different, mostly financial risks, so they intent to use advice and financial management protection tools offered via corporate oriented services by the banks. To investigate the usage of corporate banking advisory services in Croatian transition economy, in autumn 2005 a telephone survey research on a sample of companies was conducted. Financial advisory service is becoming a more and more important bank service, since it helps the companies to increase the value they receive for money, and it helps the banks to increase the cross-selling of services. The goal of this work is to set the determinants of financial advisory, i.e. to determine what affects the client’ s decision to use this particular bank service. The conducted survey research has two goals: (1) to determine whether there is a connection between the client satisfaction with the main bank’ s service and the usage of the financial advisory service and (2) to determine which quality dimensions are important to clients, who use the financial advisory services.

business survey research; X2- test of independence; t-test of the difference between two populations’ means; corporate banking advisory services.

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