engleski

Measurement of perceived value of banking services in Croatia

The banking business has undergone changes in the regulation of the sector, changes in consumer' demand for services, technological changes and the entry of the new competitors from business outside banking. Therefore, it is necessary for the bank to work on perceived value improvements which lead to creating, maintaning and growing long term relationships with clients. The research analyzed the dimensionality of perceived value in the Croatian banking sector using the changed GLOVAL scale of measurement of perceived value. According to that research, the most important dimensions of perceived value in banking services are functional and emotional value, whereof the most important role for clients has the functional value of contact personnel – personnel's knowlage, kindness, confidentiality.

perceived value; consumer; banking services; GLOVAL scale

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