engleski

Influence of individual dimensions of satisfaction on the total satisfaction of bank customers in Croatia

Customer satisfaction is of crucial importance for the success of a business. It positively affects the achievement of the economic goals (profit, market share, value of stock, repeat purchase, cross selling) and the psychological goals of banks (bank image, consumer loyalty). It is important for banks in Croatia to carry out systematic researches of customer satisfaction and to discover which are the elements of satisfaction considered to be crucial by the customers. In this manner banks in Croatia can offer services that successfully solve the problems of their customer and keep them satisfied. The research of the level of satisfaction and the influence of individual dimension of satisfaction an the total satisfaction of the customers has shown that the greatest positive influence on the total level of satisfaction of the customers was exerted by the dimension Bank employees, and that the dimensions Individual approach of the bank towards its customers and Bank´s community involvement were also important.

Bank customer´s satisfaction, dimensions of satisfaction, Relationship marketing, Customer loyalty

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