Analiza zadovoljstva strank v bančnih poslovalnicah : diplomsko delo

Rožič, Žanet (author), Umek, Lan (mentor)

Za uspešno poslovanje bank na izjemno konkurenčnem trgu je najbolj pomembno zgraditi zaupanje in razumevanje komitentov, njihovih želja in zahtev. Dandanes so komitenti vedno bolj informirani, kar pomeni, da se na bančne storitve vedno bolj spoznajo. Posledično to pomeni, da so zahtevnejši, in s tem banke prisilijo, da se neprestano razvijajo in ponujajo kakovostnejše bančne storitve. Pomembno je, da upoštevajo in izboljšujejo tiste dejavnike in storitve, ki zadovoljijo komitenta. Diplomsko delo je razdeljeno na dva dela. V teoretičnem delu je širše predstavljeno zadovoljstvo in zvestoba strank, v empiričnem delu pa je prikazana raziskava in analiza hipotez. Izvedli smo raziskavo z anketnim vprašalnikom, ki zajema polnoletne anketirance z odprtim bančnim računom. Na podlagi pridobljenih rezultatov smo podali ugotovitve in predloge za izboljšanje. Ocene le-teh so pripomogle k vrednotenju realnih podatkov, s pomočjo katerih smo ugotovili, v kolikšni meri kakovostne bančne storitve pozitivno vplivajo na zadovoljstvo strank. Ugotovitve na podlagi anketnega vprašalnika so pokazale, da so najbolj zadovoljni z bančnimi storitvami respondenti v starostni skupini 26-35 let. Rahlo nezadovoljstvo pa so stranke izpostavile pri provizijah bančnih storitev, obrestnih merah za najem kredita in možnostih varčevanj. V diplomskem delu so bile postavljene tri hipoteze. Vse tri hipoteze smo zavrnili. Pri prvi hipotezi smo predpostavljali, da so stranke zelo zadovoljne s kakovostjo bančnih storitev, vendar je raziskava pokazala, da so z le-to srednje zadovoljni. Pri drugi hipotezi smo domnevali, da so moški bolj zadovoljni kot ženske, vendar so ugotovitve na podlagi t-testa pokazale, da se zadovoljstvo med spoloma ne razlikuje statistično značilno. Prav tako smo zavrnili tudi tretjo hipotezo o tem, da so stranke, ki so v poslovnem odnosu dlje časa bolj zadovoljne kot stranke, ki so v poslovnem odnosu z banko krajši čas, saj na podlagi ugotovitev t-testa ne moremo potrditi.

• Language: Slovenian
• Keywords: zadovoljstvo strank, zvestoba strank, bančne storitve, kakovost, kakovostne storitve
• Work type: Bachelor thesis/paper
• Typology: 2.11 - Undergraduate Thesis
• Organization: FU - Faculty of Administration
• Place of publishing: Ljubljana
• Publisher: [Ž. Rožič]
• Year: 2022
• Number of pages: VIII, 35 str.
• PID: 20.500.12556/RUL-136144
• UDC: 005.346:336.71-057.187(497.4)
• COBISS.SI-ID: 105512195
• Publication date in RUL: 13.04.2022

Secondary language

• Language: English
• Title: Analysis of customer satisfaction in bank branches

Abstract

For a successful banking business in a highly competitive market, the most important thing is to build trust with and understanding of customers, their desires and requirements. Nowadays, bank customers are becoming more and more informed, which means that they are becoming more and more familiar with banking services. Consequently, they are more demanding and they force banks to constantly evolve and offer better quality banking services. It is important for the banks to consider how to improve the factors and services that meet the bank customer's needs. The diploma work is divided into two parts. In the theoretical part, customer satisfaction and loyalty are presented in more detail. The empirical part presents the research and the analysis of hypotheses. We conducted a survey with a questionnaire, which includes respondents older than 18 years of age with an open bank account. Based on the results of the questionnaire, we presented the findings and made suggestions for improvement. Evaluations of these results helped us to examine real data, which was used to determine to which extent quality banking services have a positive effect on customer satisfaction. Findings based on the questionnaire showed that the respondents in the age group of 26-35 are most satisfied with banking services. The customers expressed slight dissatisfaction, with the commissions, interest rates for borrowing loans, and the savings options. There were three hypotheses set in the diploma thesis. All three hypotheses were rejected. In the first hypothesis, we assumed the customers are very satisfied with the quality of banking services, but the survey showed that they are only moderately satisfied with it. In the second hypothesis, we assumed that men were more satisfied than women, but findings based on the t-test showed that satisfaction between the sexes did not differ statistically significantly. We also rejected the third hypothesis that customers who have been in a business relationship for a longer period of time are more satisfied than customers who have been in a business relationship with a bank for a shorter time, as we cannot confirm it based on t-test findings.

• Keywords: customer satisfaction, customer loyalty, banking services, quality, quality of services