ZAZNAVANJE KAKOVOSTI BANČNIH STORITEV BANKE CELJE IN NJEN VPLIV NA ZVESTOBO KOMITENTOV

Škornik, Amadej

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Naslov:	ZAZNAVANJE KAKOVOSTI BANČNIH STORITEV BANKE CELJE IN NJEN VPLIV NA ZVESTOBO KOMITENTOV
Avtorji:	ID Škornik, Amadej (Avtor) ID Pisnik Korda, Aleksandra (Mentor) Več o mentorju...
Datoteke:	UNI_Skornik_Amadej_2009.pdf (928,22 KB) MD5: 72AE27DEF9C5C086AAFE94FA2CDE4070 PID: 20.500.12556/dkum/e45628a4-a27e-42f7-b7e2-94f253c7d8d1
Jezik:	Slovenski jezik
Vrsta gradiva:	Diplomsko delo
Organizacija:	EPF - Ekonomsko-poslovna fakulteta
Opis:	Storitvena podjetja morajo neprestano spremljati kakovost svojih storitev, jo nadzorovati in jo skušati nenehno izboljšati. To pa je vse prej kot preprosta naloga, saj postaja trg storitev vse bolj konkurenčen, pričakovanja odjemalcev pa vedno večja. Samo kakovostne storitve bodo zadovoljile odjemalčeva pričakovanja in povečala njegovo zvestobo. Ugotovili smo, da so bančne storitve zelo specifične narave in vsebujejo določeno mero intimnosti, prav zaradi te intimnosti bi jih lahko primerjali tudi z zdravstvenimi storitvami, saj tako kot zdravnika, tudi banko zamenjamo zelo redko. To pa ne pomeni, da bo komitent še vedno vztrajal pri določeni banki, če bo kakovost njenih storitev slaba, zato mora banka razumeti, da je kakovost storitev koncept z več razsežnostmi, ki ga je treba nenehno izboljševati. Ugotovili smo, da komitenti Banke Celje storitve zaznavajo, kot dobre in so z njimi zadovoljni, posebej z urejenostjo prostorov in varnostjo denarja v banki, zaskrbljujoč je le podatek, da jih večina meni, da se kakovost storitev ne izboljšuje ampak ostaja na istem nivoju. Poleg kakovosti storitev pa smo proučevali, tudi zvestobo. Ugotovili smo, da zvesti komitenti ne le, da lahko povečajo dobiček banke ampak lahko s svojimi priporočili tudi pridobijo banki nove komitente. Raziskava je pokazala, da ima Banka Celje zveste komitente, saj bi se jih večina ponovno odločila za Banko Celje in ne namerava zamenjati banke. Za banko bi bilo koristno, da komitente pripravi do tega, da bodo o njej pogosteje govorili pozitivno in jo še raje priporočili prijateljem in znancem, saj na tem področju ocene niso bile visoke. To lahko stori z izboljšanjem njihovega zadovoljstva preko povečanja kakovosti storitev ali pa komitente motivira z dodatnimi koristmi, če bodo priporočili banko. Zaznana kakovost storitev in zvestoba komitentov, pa sta nedvomno povezana konstrukta. Zaznana kakovost storitev lahko vpliva na zvestobo bodisi neposredno ali posredno preko zadovoljstva komitentov. Na podlagi raziskave smo ugotovili, da v Banki Celje obstaja neposreden vpliv zaznane kakovosti na zvestobo, ki je pozitiven in srednje jakosti. To pomeni, da lahko banka z izboljšanjem kakovosti svojih storitev poveča zvestobo svojih komitentov s tem zniža stroške in poveča svoj dobiček.
Ključne besede:	banka, zaznavanje kakovosti, zvestoba, zadovoljstvo, storitve, pričakovanja porabnikov
Kraj izida:	Maribor
Leto izida:	2009
PID:	20.500.12556/DKUM-11117
COBISS.SI-ID:	9960732
NUK URN:	URN:SI:UM:DK:X9YBPW1C
Datum objave v DKUM:	25.09.2009
Število ogledov:	3593
Število prenosov:	411
Metapodatki:
Področja:	EPF
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Sekundarni jezik

Jezik:	Angleški jezik
Naslov:	PERCEIVED RETAIL BANKING SERVICE QUALITY AND ITS RELATIONSHIP WITH CUSTOMER LOYALTY: BANKA CELJE CASE
Opis:	Service companies must constantly monitor the quality of their services and seek to continuously improve it. This is far from easy task, since the market is becoming increasingly competitive and the expectations of customers are growing. Only quality services will meet customers` expectations and increase loyalty. We found that banking services are very specific in nature and contain a certain degree of intimacy, because of this intimacy, they could be compared to health services. We change our main bank very rarely, the same is with our doctor. This does not mean that the customer will insist with the bank, if the quality of its services is weak, so the Bank must understand that service quality is the concept with multiple dimensions, that must be continuously improved. We found that customers of Banka Celje perceived their services as good and are satisfied with them, especially with appearance of the agencies and security of money in the bank. Worrying is the fact that the majority believes that the quality of the services does not improve, but remain at the same level. In addition to the quality of services we also studied loyalty. We found that loyal customers, not only increase profits for the Bank, but can, with its recommendations, also obtain new customers. The survey showed that Banka Celje has loyal customers, because the majority will choose Banka Celje again and does not intend to change their main bank. For the Bank it would be useful to convince customers to spread positive word of mouth, because assessment on this area were not high. This can be done by improving their satisfaction over the increase in service quality or motivate customers with additional benefit if they recommend the Bank. Perceived service quality and loyalty of customers, are undoubtedly linked constructs. Perceived quality of service can affect loyalty, either directly or through the satisfaction of customers. Based on the research we found that in Banka Celje, there is a direct impact of perceived quality on loyalty, which is a positive and medium strength. This means that the Bank may, by improving the quality of their services to increase the loyalty of customers, also lower their costs and increase their profits.
Ključne besede:	Bank, perception of quality, loyalty, satisfaction, services, consumers expectations

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