Satisfaction of banking service users and confidence in banks

Jedan od ključnih elemenata, kojem teži svako poslovno poduzeće, pa tako i banka kao najvažnija kreditna institucija, jest zadovoljstvo korisnika i njihovo povjerenje. Praćenje i mjerenje zadovoljstva potrošača važno je za banke jer zadovoljan komitent može postati lojalan, širi pozitivan glas o banci i njezinim uslugama te pridaje manje pažnje konkurentskim bankama. Kako bi banke održale konkurentnost, od njih se zahtijevaju fleksibilnost i prilagodljivost, inovacije, stručni kadar, unapređivanje proizvoda, poboljšanje kvalitete itd. U posljednjih nekoliko godina, s razvojem informatičke tehnologije, banke se prilagođavaju trendovima, te uvode inovacije proizvoda i usluga kao i nove kanale distribucije što je ključno za opstanak u konkurentskom okruženju. Veliki broj privatnih osoba i poslovnih subjekata svakodnevno koristi bankovne usluge; od najjednostavnijih novčanih transakcija pa sve do podizanja kredita i kompleksnijih poslova, što rezultira time da financijski sustav nikada ne miruje i zbog toga je tema o bankama i bankovnim poslovima uvijek aktualna. Cilj ovog rada je proučiti koje se bankovne usluge pojavljuju na financijskom tržištu, kako se su se razvijale i kako se unaprjeđuju s razvojem informatičke tehnologije te kako komitenti reagiraju na te promjene, odnosno koliko su zadovoljni bankama i njihovim uslugama. Analizirat će se tradicionalni i suvremeni bankovni poslovi te će biti prikazani komitenti i njihove preferencije kao i njihovo značenje u sveukupnom financijskom okruženju. U okviru rada provest će se empirijsko istraživanje na temelju anketnog upitnika u kojem će biti ispitane privatne osobe koje su korisnici bankovnih usluga, a bit će analizirano njihovo zadovoljstvo bankama i uslugama koje pružaju, te povjerenje u iste.One of the key elements, to which every business enterprise aspires, including the bank as the most important credit institution, is the satisfaction of the users and their trust. Monitoring and measuring consumer satisfaction is important for banks, as satisfied customers can become loyal, spread a positive voice about the bank and its services, and give less attention to competing banks. To keep the banks competitive, they require flexibility and adaptability, innovation, professional staff, product improvement, quality improvement, etc. In recent years, with the development of its technology, banks are adapting to trends, and introducing product and service innovations as well as new distribution channels, which is crucial for survival in a competitive environment. A large number of private individuals and business entities use banking services every day; From the simplest cash transactions to loans and more complex jobs, resulting in the financial system never being idle, and therefore the issue of banks and banking activities is always current. The aim of this paper is to study which banking services appear in the financial market, as they have evolved and how they are improved with the development of its technology, and how clients respond to these changes, that is, how satisfied they are with the banks and their services. Traditional and contemporary bank jobs will be analyzed, the clients and their preferences will be shown as well as their significance in the overall financial environment. In the framework of the paper, empirical research will be conducted on the basis of a questionnaire, which will be examined by private persons who are users of banking services, and will be analyzed for their satisfaction with the banks and services they provide and trust in the same