Zadovoljstvo uporabnikov bančnih storitev in uvedba nove storitve

magistrsko delo Kadrovski management, Splošni kadrovski management

Matej Mencej (Avtor), Polona Šprajc (Mentor), Anja Žnidaršič (Komentor)

Povzetek

V trenutnem času se banke spoprijemajo z večjo in večjo konkurenčnostjo med samimi bankami. Vprašanje je, kako zagotoviti večjo konkurenčnost ene banke pred drugo banko. Odgovor v največji meri leži v zagotavljanju večje kakovosti izvedene storitve in s tem v večjem zadovoljstvu posameznega uporabnika storitev. Pomemben del izvajanja kakovosti bančnih storitev je predvsem na delu, ki se nanaša na trženje bančnih storitev. Pomembna je povezava zunanjega in notranjega trženja storitev. Pri zunanjem trženju storitev gre za običajne aktivnosti za pripravo storitev, kot so določitev cene, distribucija in promocija. Medtem ko gre pri notranjem trženju za interakcijo zaposlenih in uporabnikov storitev, torej za usposobljenost in motiviranost zaposlenih. V primeru bančnih storitev gre za storitve, ki so neotipljive, ne da se jih zaznati (prijeti), težko jih je ovrednotiti. V tej fazi trženja je najbolj pomemben segment izvedbe storitve, kakšni zaposleni delajo v banki, kako tržijo bančne storitve, kako so zaposleni strokovno usposobljeni ter kako jih dojemajo uporabniki storitev (stranke, komitenti). Ker je nabor storitev v bankah vsak dan večji, v izbrani banki pa v primerjavi z drugimi slovenskimi bankami strankam še ni ponujen celoten nabor storitev, je en del magistrske naloge namenjen tudi pregledu oblikovanja nove storitve. Z njo bo izbrana banka dosegla pozitivne učinke zadovoljitve servisiranja strank z več storitvami na enem mestu, kot seveda tudi pozitiven učinek na svoje poslovanje. Cilj empirične raziskave v magistrskem delu je bil ugotoviti s pomočjo mednarodnega modela merjenja kakovosti storitev v bankah (ang. BSQ) oz. vprašalnika, sestavljenega iz 31 trditev, ki sta ga razvila avtorja Bahia in Nantel (2000), ali slovenski uporabniki storitev izbrane banke zaznavajo kakovosti storitev podobno oz. v enakem obsegu kot uporabniki storitev v Grčiji. Zaznavanja kakovosti storitev smo povezali z zadovoljstvom uporabnikov storitev izbrane banke. Primerjava zaznavanja kakovosti storitev, izvedena v izbrani banki, in zadovoljstva uporabnikov bančnih storitev, ki temelji le na primerjavi zaznavanja kakovosti bančnih storitev med segmentom uporabnikov bančnih storitev na področju prebivalstva (ang. retail), je privedla do tega, da smo razvili poseben model za merjenje kakovosti storitev na področju merjenja zaznavanja kakovosti pri drugem segmentu uporabnikov, tj. na področju poslovanja s podjetji oz. pravnimi osebami (ang. corporate) v povezavi z zadovoljstvom uporabnikov storitev s področja poslovanja s pravnimi osebami, ki bo predstavljen in nastavljen v zaključnem delu magistrskega dela. Glede na to, da je zaznavanje kakovosti storitev povezano tudi z dodatnimi storitvami, ki jih ponuja banka svojim strankam, smo opisali tudi postopek uvedbe nove storitve.

Ključne besede

kakovost storitev;zadovoljstvo uporabnikov storitev;merjenje kakovosti storitev;

Podatki

Jezik:	Slovenski jezik
Leto izida:	2016
Tipologija:	2.09 - Magistrsko delo
Organizacija:	UM FOV - Fakulteta za organizacijske vede
Založnik:	[M. Mencej]
UDK:	005.336.3
COBISS:	7757587
Št. ogledov:	1574
Št. prenosov:	183
Ocena:	0 (0 glasov)
Metapodatki:

Ostali podatki

Sekundarni jezik:	Angleški jezik
Sekundarni naslov:	Customer satisfaction of banking services and implementation of new services
Sekundarni povzetek:	In the current time, banks are facing more and more competition among banks. The question is how to ensure greater competitiveness of one bank from another bank. The answer largely lies in providing a better quality of the service, thereby increasing satisfaction of each service user. An important part of the quality of banking services is predvsme in so far as it relates to marketing services banking services. It is important to link the internal and external marketing services. In the external marketing service is a normal activity for the production of services, such as price setting, distribution and promotion. Meanwhile, when it comes to domestic marketing for the interaction of employees and service users themselves, therefore, for the competence and motivation of employees. In the case of banking services, a service that neotiplive, they can not be detected (arrested), difficult to evaluate. At this stage, marketing is the most important part of any implementation services employees work in the bank, how to market banking services, how employees are trained and how they are perceived by service users (customers, clients). Since the range of services in banks growing bigger every day, in the selected bank, but compared with other Slovenian banks had not yet offered a full range of services is one of the master's thesis also aims to review the design of the new service, which will be chosen bank recorded positive effects of gratification of servicing customers with multiple services in one place, as, of course, a positive effect on the operations of each bank. The objective of the empirical research in this thesis was to find out with the help of an international model for measuring the quality of service in banks (Eng. BSQ) and a questionnaire consisting of 31 claims, which are developed by the author Bahini and Nant (2000) or Slovenian users of selected banks perceived service quality or the like. to the same extent as service users Greece. In addition to the perception of the quality of service we detect quality of service linked to the satisfaction of users of selected banks. Comparison of perception of quality of services performed in the selected bank and the satisfaction of users of banking services, which can only be based on a comparison of perception of quality banking services to segments of users of banking services in the field of population (Eng. Retail) has led to the fact that we have developed a special model for measuring the quality of service for measuring the perception of quality in the second segment of users, working with businesses in connection with satisfaction of users of services from the scope of operations with businesses, which will be presented and set in the final part of the thesis. Given the fact that the perception of quality of service associated with additional services offered by the bank to its customers, we also describe the process of introducing new services.
Sekundarne ključne besede:	Service quality;customer satisfaction of services;measurment of service quality;bank service quality model BSQ;
URN:	URN:SI:UM:
Vrsta dela (COBISS):	Magistrsko delo
Komentar na gradivo:	Univ. v Mariboru, Fak. za organizacijske vede
Strani:	98 f.
ID:	9171808