Utjecaj primjene strategije upravljanja odnosima s klijentima na zadovoljstvo korisnika bankarskih usluga u Republici Hrvatskoj

master's thesis

• Title (english): The impact of customer relationship management on customer satisfaction in the banking industrie in Croatia
• Author: Silvija Gustec
• Mentor: Miroslav Mandić (mentor)
• Committee member: Tihomir Vranešević (predsjednik povjerenstva)
• Committee member: Sandra Horvat (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2019-09-24, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Koncepti upravljanja u poduzećima i institucijama se postupno mijenjaju, te prate konstantne promjene u svijetu. Znajući da je klijent nematerijalna imovina banke i da je za opstanak ove industrije potreban stabilan i dugoročan odnos sa ključnim klijentima, banke su početkom 21. stoljeća aktivno počele koristiti tehnološka rješenja za upravljanje odnosima s klijentima (engl. Customer Relationship Management) kako bi povećale svoju profitabilnost. Ovim diplomskim radom obrađene su teorijske pretpostavke i sami pojmovi upravljanja odnosima sa klijentima i zadovoljstvo potrošača. U radu se prikazala specifična primjena upravljanja odnosima s klijentima u bankama te se usporedila s tradicionalnom bankarskom strategijom poslovanja. Istraživački dio rada imao je zadatak istražiti i utvrditi utjecaj primjene strategije upravljanja odnosima s klijentima na zadovoljstvo korisnika bankarskih usluga u Republici Hrvatskoj. U svrhu ispitivanja zadovoljstva klijenata, provelo se opisno istraživanje na namjernom, prigodnom uzorku. Ukupno je 49 ispitanika ispunilo anketu. Rezultati istraživanja su pokazala da je svaki aspekt CRM-a imao utjecaj na povećanje zadovoljstva ispitanika.

Abstract (english)

Management concepts in companies and institutions are progressively changing and are following constant changes in the world. Knowing that the client is the intangible asset of the bank and that the survival of this industry requires a stable and long-term relationship with clients, banks have begun to use customer relationship management (CRM) to increase profitability. This paper includes theoretical knowledge about assumptions and concepts of customer relationship management and customer satisfaction. The paper deals with the specific application of customer relationship management in the bank industry and compares it with the traditional banking strategy. The aim of the thesis was to investigate the impact of customer relationship management (CRM) on customer satisfaction in the banking industry in Croatia. For the purpose of examining customer satisfaction, a descriptive research was conducted on a deliberate, appropriate sample. 49 clients from different banks answered the survey. Research findings have shown that every aspect of CRM-a has an impact on customer satisfaction.

• Keywords: Upravljanje odnosima s klijentima; zadovoljstvo i lojalnost potrošača; bankarski sektor; Hrvatska
• Keywords (english): Customer Relationship management; customer satisfaction and customer loyalty; banking industry; Croatia
• Language: croatian
• URN:NBN: urn:nbn:hr:148:456536
• 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: Open access
• Created on: 2019-09-24 19:58:39