АНАЛИЗА БАНКАРСКИХ ПЕРФОРМАНСИ И ИДЕНТИФИКАЦИЈА КЉУЧНИХ ДЕТЕРМИНАНТИ ЗАДОВОЉСТВА КОРИСНИКА ЕЛЕКТРОНСКОГ БАНКАРСТВА – BALANCED SCORECARD ПРИСТУП
BANK PERFORMANCE ANALYSIS AND IDENTIFICATION OF KEY DETERMINANTS OF ELECTRONIC BANKING CUSTOMER SATISFACTION – BALANCED SCORECARD APPROACH

Summary/Abstract: The issue of adequate measurement of the use of intangible assets and monitoring its impact on the financial performance of the organization in recent decades is bridged by a measurement-managerial model that unites financial and non-financial performance indicators – Balanced Scorecard (BSC). Since this paper focuses on banks as representatives of specific, modern financial organizations, the subject of research is to examine the possibility of applying this model in the analysis of banking performance. The aim of the research is to analyze, by using the qualitative methodology (review of existing papers in the literature), whether the BSC model is applicable for the analysis of banking performances; and then, by using the quantitative methodology, through connecting two perspectives of the same model (perspective of internal business processes and perspective of customers), to examine how the determinants of TAM model (perceived usefulness, ease of use) and determinants of SERVQUAL model (perceived security and privacy, responsibility) affect electronic banking customer satisfaction. The empirical research was conducted through the survey method on the territory of the Republic of Serbia at the end of 2020, and the sample included 324 respondents. Statistical software SPSS Statistics was used to process the collected data. Based on the literature review, it was found that the BSC model is applicable for the analysis of banking performances. 476 The results of the empirical research have shown that perceived usefulness, perceived security and privacy, and responsibility have a positive statistically significant impact on the satisfaction of electronic banking users, while ease of use does not have a statistically significant impact on the satisfaction of mentioned users.

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