Naslov
Customer Satisfaction with Banking Services in Bosnia and Herzegovina

Autori
Tutek, Natalia ; Najdanović, Zoran ; Palić, Mirko

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
Proceedings of FEB Zagreb 13th International Odyssey Conference on Economics and Business / Sever Mališ, Sanja ; Jaković, Božidar ; Načinović Braje, Ivana - Zagreb : Ekonomski fakultet Sveučilišta u Zagrebu, 2022, 671-680

Skup
13th International Odyssey Conference on Economics and Business

Mjesto i datum
Dubrovnik, Hrvatska, 01.06.2022. - 04.06.2022

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
marketing of financial services, customer satisfaction, banking and financial services, Bosnia and Herzegovina

Sažetak
Abstract The main purpose of this paper is to examine and determine the impact of several quality factors on customer satisfaction in the banking sector in Bosnia and Herzegovina. Ensuring a high level of customer satisfaction and achieving a long-term relationship is the key to success in modern banking. The level of customer satisfaction with their banks varies, so measuring customer satisfaction is extremely important. Satisfied customers are likely to be more loyal and spend more with the existing service provider or a brand. Profitable business cannot exist without customer satisfaction, especially in a service industries such as banking. A way to achieve this goal is to research and listen to the opinions and needs of clients. The paper describes how the perceived quality of banking services affects customer satisfaction and loyalty to these services. Banks should improve the quality of their services and pay more attention to the satisfaction of their customers. The empirical research conducted on clients of the Bosnian banks showed that the quality of personal service is the highest regarded component of their satisfaction. Friendly and helpful staff at banks’ branches are the core source of client satisfaction with a bank on the BiH market. Research data suggest that high satisfaction rate is positively correlated with high referral rates (recommendation) and spreading of positive word-of-mouth. The research has also focused on communication channels with the clients showing that most of them lack in adoption of social networks and are not currently using them for communication with their banks. Implications of the research point toward importance of personal service quality for banks through optimization of the talent acquisition, training & education and performance evaluation as skilled staff has a high potential for business growth through up and cross-selling of bank’s financial services.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA