Naslov
RESEARCH ON GENERATION Y SATISFACTION WITH BANKING SERVICES IN CROATIA

Autori
Mandić, Miroslav ; Pušić, Ana ; Radman, Valentina

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

Izvornik
CONFERENCE PROCEEDINGS OF THE 4TH INTERNATIONAL CONFERENCE ON THE ECONOMICS OF DECOUPLING (ICED) / Družić, Gordan ; Sertić, Martina Basarac - Zagreb : Ekonomski fakultet Sveučilišta u Zagrebu, 2023, 355-371

Skup
4th International Conference on the ECONOMICS OF THE DECOUPLING (ICED)

Mjesto i datum
Zagreb, Hrvatska, 30.11.2022. - 01.12.2022

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
customer satisfaction, customer trust, banking services, generation Y

Sažetak
The research goal was to investigate Generation Y satisfaction with banks and banking services. Generation Y, or “Millennials”, includes all people born between 1980 and 2000, i.e., people who were between 21 and 41 years old at the time of writing. For the purposes of the paper, quantitative research was conducted in which a questionnaire was used as a research instrument. The questionnaire was tested on 10 respondents. The questions in the questionnaire were adapted according to the works of Bauman et al. (2005) and Kosiba et al. (2018). A Likert scale was used to measure agreement with the statements offered. A non-probability convenience sample of n = 194 respondents was used. The research results indicate the importance of investing in customer satisfaction and trust. The research showed that members of Generation Y in Croatia most often use the services of Zagrebačka banka, Privredna banka Zagreb and Erste & Steiermärkische Bank. The most common reason for choosing the current primary bank is “family/friend recommendation”, which indicates the importance of customer satisfaction. The largest number of respondents have never switched banks because they do not see offers attractive enough, they also state a lack of time to research more favourable offers, and in the end, they consider switching banks as too complicated a process. For those respondents who nevertheless decided to switch banks, the most common motivation they cite is more favourable products/services in a competing bank, as well as a negative experience with the previous bank. Regarding customer satisfaction, according to the research results, it can be concluded that respondents are mostly satisfied with their current primary banks. They expressed the highest level of satisfaction with the availability of bank services such as ATMs, and then with the possibility of support from bank employees who are always ready to help. There is small dissatisfaction with banking fees amounts and working hours. Members of Generation Y show great confidence in banks and banking services. A high level of trust is given to the communication received from the bank, and to the transactions carried out through their bank. A lower level of mistrust is present with deposits. Most respondents are not thinking about switching banks in the next six months or closing a transaction account with their current primary bank. However, respondents showed uncertainty on staying loyal if another bank would offer them lower costs or better interest rates. On the other hand, most respondents state that promotional activities or advertising messages from competing banks have never prompted them to switch banks. Also, many respondents believe that they will remain loyal to their current primary bank and that they will continue to use the services of their current bank in five years.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA