Zadovoljstvo, povjerenje i lojalnost Generacije Y prema bankama i bankarskim uslugama u Hrvatskoj

master's thesis

• Title (english): Satisfaction, trust and loyalty of Generation Y toward banks and banking services in Croatia
• Author: Valentina Radman
• Mentor: Miroslav Mandić (mentor)
• Committee member: Tihomir Vranešević (predsjednik povjerenstva)
• Committee member: Irena Pandža Bajs (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2021-09-14, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Generacija Y ili drugog naziva „Milenijalci“ obuhvaća sve osobe rođene između 1980. i 2000. godine, odnosno osobe koje u trenutku pisanja diplomskog rada imaju između 21 i 41 godine. Pripadnike ove generacije čine osobe koje su trenutno na fakultetima, koje su nedavno ušle na tržište rada, ali i osobe koje su već dugi niz godina na tom tržištu. S obzirom na to da su se pripadnici ove generacije osamostalili i veliki dio njih financijski više ne ovisi o roditeljima, korištenje banaka i bankarskih usluga postalo je neizbježno.
Cilj ovoga rada bio je istražiti zadovoljstvo, povjerenje i lojalnost Generacije Y prema bankama i bankarskim uslugama u Hrvatskoj. Primarno istraživanje provedeno je uz pomoć anketnog upitnika, a rezultati su pokazali kako su pripadnici Generacije Y zadovoljni trenutnim bankarskim uslugama koje koriste, kako imaju povjerenja te kako su lojalni svojim trenutnim primarnim bankama.

Abstract (english)

Generation Y, also called "Millennials" includes people born between 1980 and 2000, precisely persons who are between 21 and 41 years old at the time of writing thisgraduate thesis. Members of this generation are people currently in college or have recently entered the labor market, but also people who have been in that market for many years. Given that members of this generation have become independent and a large part of them are no longer financially dependent on their parents, the use of banks and banking services has become inevitable.
The aim of this paper was to investigate the satisfaction, trust and loyalty of Generation Y towards banks and banking services in Croatia. The primary survey was conducted using a survey questionnaire, and the results showed that Generation Y members are satisfied with the current banking services they use, they have confidence, and that they are loyal to their current primary banks.

• Keywords: Generacija Y; Milenijalci; zadovoljstvo; povjerenje; lojalnost; banke; bankarske usluge
• Keywords (english): Generation Y; Millennials; satisfaction; trust; loyalty; banks; banking services
• Language: croatian
• URN:NBN: urn:nbn:hr:148:299325
• Study programme: Title: Economics; Study programme type: university; Study level: integrated undergraduate and graduate; Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
• Type of resource: Text
• File origin: Reformatted digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2021-09-14 17:36:40