КВАЛИТЕТ БАНКАРСКИХ УСЛУГА, САТИСФАКЦИЈА И ЛОЈАЛНОСТ ПЕРЦИПИРАНИ ОД СТРАНЕ СТУДЕНАТА: ХИЈЕРАРХИЈСКИ ПРИСТУП
DOI:
https://doi.org/10.22190/TEME230331040DKljučne reči:
квалитет банкарских услуга, сатисфакција, лојалност, студенти, хијерархијски моделApstrakt
Препоруке да се квалитет услуге посматра као хијерархијски конструкт који формирају његове димензије (а не рефлектује се кроз њих) постоје у академској литератури више од две деценије и настале су истовремено са закључком да је проблем погрешне спецификације модела био присутан у великој мери чак и у најцењенијим маркетиншким часописима. Последице непоштовања ових препорука су неприкладни закључци студија. Ипак, чак и данас постоји потреба да се у истраживању квалитета услуга тај приступ шире прихвати. Према сазнањима аутора, у случају истраживања квалитета банкарских услуга вреднованог из перспективе студената, нема других аутора који су применили препоручени приступ. У условима интензивне конкуренције, банке треба да обрате више пажње на потребе клијената. Домаће банке имају низ понуда за сегмент тржишта који чине студенти, узимајући у обзир њихов потенцијални утицај на будућу профитабилност банака. У складу са тим, у раду су размотрене димензије квалитета банкарских услуга, задовољство и лојалност студената. Подаци су прикупљени коришћењем упитника; пригодан узорак чинио је 301 студент са Универзитета у Новом Саду. Након спровођења свих потребних анализа у вези са конструктима укљученим у модел, главни ефекти су испитани у софтверу SmartPLS4. Међу димензијама нижег нивоа, највећи допринос квалитету банкарских услуга забележен је код одговорности, а затим код емпатије. Квалитет банкарских услуга позитивно и значајно утиче на задовољство, које, с друге стране позитивно утиче на лојалност. Такође, утврђен је и значајан индиректан утицај квалитета банкарских услуга на лојалност.
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