NAVIKE U KORIŠĆENJU BANKARSKIH USLUGA I ZADOVOLJSTVO KVALITETOM KORISNIKA BANKARSKIH USLUGA U CRNOJ GORI
BANKING SERVICE HABITS AND BANKING SERVICE QUALITY SATISFACTION IN MONTENEGRO

Summary/Abstract: The importance of quality is irreplaceable when it comes to its contribution to the achievement of goals of banks aimed at retaining clients, increasing market share and building loyalty. For marketing managers, the problem of defining quality is one of the most important tasks. The application of different models in quality measurement is further complicated by the fact that neither the service nor the service process can be standardized in the area of banking services. A service gap will appear that will affect the dissatisfaction of users, therefore, it is necessary to act in the direction of removing or reducing the observed gap, if banks want to reduce the level of dissatisfaction among users. The research part encompasses the application of SERVQUAL models in measuring the quality of banking services. The data collected by qualitative exploratory research were processed using a statistical method with the SPSS program package, and will analyze possible differences in expectations and perceptions of users of banking services from the aspect of quality dimensions in relation to the socio demographic characteristics and habits of using banking services of the respondents.

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