engleski

Dissatisfaction variables of clients in the Croatian banks

Customer (dis)satisfaction became one of the key concepts connected with the loyalty and profitability in modern marketing. During the financial crisis many banking institutions examined very closely the performance of their marketing and sales expenditures. They have found the disproportionate amount of costs that are contributed toward acquisition of each new client in comparison to retention of the existing ones. However, satisfied customers are not something an organization can buy. Their loyalty has to be earned as it builds on every contact point with an organization. It is therefore critical to understand reasons for customer dissatisfaction with banks’ service provision. Dissatisfied clients are a real cost to the bank, as they not only switch to competition but also spread criticism about the bank to other present or perspective clients thus eroding bank’s image and brand. The goal of this paper was to identify key dissatisfaction variables among Croatian bank’s clients. Exploratory empirical research has been conducted through highly structured questionnaire and respondents were clients that have at least once changed their bank. The results did not significantly deviate from the similar researches and pointed toward importance and relevance of personal service and knowledge of front line staff as well as toward the importance of certain situational factors such as availability and speed of service. As a result several managerial implications have been indentified in order to improve service quality in a Croatian banking sector and thus increase satisfaction and loyalty of clients.

customer satisfaction; banks; marketing; Croatia

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