Istraživanje zadovoljstva i lojalnosti korisnika usluge mobilnog bankarstva u Hrvatskoj

master's thesis

• Title (english): Research on satisfaction and loyalty of mobile banking users in Croatia
• Author: Jelena Šimunac
• Mentor: Mirko Palić (mentor)
• Committee member: Miroslav Mandić (predsjednik povjerenstva)
• Committee member: Andrea Razum (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2015-09-22, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics

Abstract

Pojava mobilnih telefona, pogotovo tzv. pametnih telefona, omogućila je širenje i razvoj elektroničkog poslovanja. Nastale promjene su znatno pojednostavile kupovinu i prodaju stvari i usluga. Mobilno bankarstvo je razvijeno kako bi banke unaprijedile uslugu koju pružaju svojim korisnicima i tako opstale u konkurentnom okruženju. Razvijanje mobilnog bankarstva je donijelo i određene izazove od kojih je ključan izazov bila kvaliteta usluge. Postojeća literatura navodi kvalitetu usluge kao preduvjet za zadovoljstvo i lojalnost korisnika.
U radu su izneseni rezultati provedenog istraživanja o zadovoljstvu i lojalnosti korisnika temeljenog na kvaliteti usluge mobilnog bankarstva u Hrvatskoj. Kvaliteta usluge je predstavljena kroz pet dimenzija: praktičnost korištenja usluga, pouzdanost u izvršavanju usluga, jednostavnost korištenja, povjerenje i sigurnost, brzina odgovora na potrebe korisnika. U radu je istraženo je li kvaliteta usluge mobilnog bankarstva u pozitivnoj korelaciji sa zadovoljstvom potrošača. Također se pokušalo istražiti doprinosi li svih pet dimenzija kvalitete usluge značajno zadovoljstvu uslugom i lojalnosti, te doprinose li praktičnost i jednostavnost korištenja usluge mobilnog bankarstva zadovoljstvu i lojalnosti najviše.
Rezultati su pokazali da je kvaliteta usluge mobilnog bankarstva u pozitivnoj korelaciji sa zadovoljstvom korisnika (r = 0,681, p=0,00). Samo tri dimenzije (praktičnost korištenja, jednostavnost korištenja te brzina odgovora na potrebe korisnika) značajno doprinose zadovoljstvu i lojalnosti. Također, potvrđeno je da zadovoljstvu i lojalnosti najviše doprinose praktičnost i jednostavnost korištenja usluge mobilnog bankarstva.

Abstract (english)

The emergence of mobile phones, especially the so-called smartphones, enabled the expansion and development of online businesses. The resulting changes have significantly simplified the purchase and sale of items and services. Mobile banking was developed in order to improve the service that banks provide to their customers and thus survive in a competitive environment. Development of mobile banking has brought its challenges, of which the key challenge was the quality of service. The existing literature names the quality of service as an antecedent for customer satisfaction and loyalty.
The paper presents the results of the research on satisfaction and loyalty of users based on the quality of mobile banking service in Croatia. Quality of service is presented through five dimensions: convenience, reliability, ease of use, assurance and security, responsiveness. The paper investigated whether the quality of mobile banking service is positively correlated with customer satisfaction. We also tried to examine whether all five dimensions of service quality contributed significantly to satisfaction with service and loyalty, and whether convenience and ease of use of mobile banking service contributed to satisfaction and loyalty the most.
The results showed that the quality of mobile banking service is in positive correlation with customer satisfaction (r = 0,681, p=0,00). Only three dimensions (convenience, ease of use and responsiveness) significantly contribute to customer satisfaction and loyalty. It was also confirmed that convenience and ease of use of mobile banking services contribute to satisfaction and loyalty the most.

• Keywords: mobilno bankarstvo; potrošač; kvaliteta usluge; zadovoljstvo; lojalnost
• Keywords (english): mobile banking; consumers; quality of service; satisfaction; loyalty
• Language: croatian
• URN:NBN: urn:nbn:hr:148:720758
• Study programme: Title: Business Economics; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2016-10-13 07:48:28