Mikrokrediti kao oblik finansijske usluge
Microcredits as a form of financial service

Summary/Abstract: The goal of the paper is the analysis of financial service categories and of microcredits as a form of financial services, their purpose and goals. The specific quality of service marketing, and thus marketing of financial services and microcrediting services, in the context of the modern business and market changes, has determined dthe the evelopment of financial services market. Parallel to the mentioned process, which essentially represents globalization of competition on the financial market and the discouragement, i.e. destroying "small players'" offers, are activities taking place all over the world headed by the World Bank and International Monetary Fund. These activities are aimed towards supporting non-profit sector, which is creating an offer intended for those who do not meet criteria for receiving commercial bank loans, i.e. the poor and unemployed populations. Microcredits are used by beneficiaries for starting up their own businesses and, by doing so, provide self-employment and their own income generation. In this context, the hypothesis that it is possible through quality microcredits to improve factors of initiating private entrepreneurship, self-employment and self-financing is being tested.

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