UTICAJ CIJENE NA ZADOVOLJSTVO KORISNIKA BANKARSKIH USLUGA
THE EFFECTS OF PRICE ON CUSTOMER SATISFACTION WITH BANK SERVICES

Summary/Abstract: The present study aims to test construct validity of price satisfaction scale proposed by Matzler et. al. (2006, 2007), in the context of Bosnia and Herzegovina’s retail banking, and determine the relationship between the individual price dimensions and overall customer satisfaction. Research into the possible effect of different price dimensions on overall customer satisfaction, especially in service context, is rather limited. Therefore, it is desirable to identify those price dimensions that managers should consider in order to create and improve customer satisfaction. In order to test defined hypothesis, empirical research is conducted on the sample of 300 retail bank customers of three leading banks in Bosnia and Herzegovina. Results of factor analysis revealed that price is multidimensional construct which includes three price dimensions: price transparency, price reliability and reference price. The strongest predictor for price satisfaction is reference price, followed by price transparency and price reliability.

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