Merenje kvaliteta bankarskih usluga u bankarskom poslovanju u Libiji

Abstract

Cilj ove studije jeste da izmeri kvalitet usluga koje pruža bankarski sistem u Libiji i da odredi značaj kvaliteta pojedinačnih usluga. Pored toga, u studiji merimo odnos između kvaliteta bankarskih usluga i zadovoljstva klijenata. Uzorak na kojem je studija sprovedena obuhvata 325 upitnika. Da bismo obezbedili bolji kvalitet bankarskih usluga i postigli veće zadovoljstvo klijenata, navodi se u zaključku studije, veoma je važno da razumemo šta klijenti očekuju. Šta više, smatra se da merenje kvaliteta usluge i klijentovo viđenje te usluge predstavljaju glavni pristup razvijanju i unapređenju kvaliteta bankarskih usluga. Studija je takođe pokazala da je odnos između zadovoljstva klijenta i kvaliteta usluge koja mu se pruža veoma značajan. Trajanje saradnje i lojalnost koju klijenti pokazuju banci uglavnom zavisi od shvatanja kvaliteta pružene usluge. Za merenje kvaliteta usluge od koga zavisi zadovoljstvo klijenta i njegova lojalnost banci u ovom radu smo koristili SERVQUAL model. Pošto do sada nije urađena ni jedna studija u ovoj oblasti, smatramo da će ovaj rad biti vrlo interesantan i koristan za bankarski sektor u Libiji. Tema ovog rada je teorijska i praktična analiza merenja kvaliteta usluga u bankarskom sektoru u Libiji. Merenje kvaliteta bankarskih usluga predstavlja jedan od osnovnih pokazatelja kvaliteta banke i doprinosi poboljšanju bankarskih usluga. Primenom različitih instrumenata, naprednih alata i moderne tehnologije u poslovnim i marketinškim aktivnostima, a u sprezi sa komunikacijama, marketinškom i informacionom tehnologijom, pružanje usluga i marketing na različite i višestruke načine izbija u prvi plan aktivnosti kada se radi o marketingu bankarskih usluga različitim zainteresovanim stranama. .

The aim of the study is to measure the service quality of the banking system in Libya and to determine the importance of the service quality items. In addition, the study measures the relationship between the banking service quality and client's satisfaction. The sample of the study includes (325) questionnaires. The study concludes that understanding the client's expectations is very important in the provision of a better banking service quality as well as in achieving client's satisfaction. Furthermore, the measurement of service quality and the client's perception of the service are considered to be the main approach to the development and improvement of the banking service quality. In addition, the findings also show a significant relationship between the client's satisfaction and the service quality provided. Furthermore, the client's continuous dealing with banks and their loyalty depends mainly on the understanding of the provided service quality. In this paper we use the SERVQUAL model in order to measure the service quality that contributes to customer satisfaction and to his loyalty to a bank. Since there has been no studies dealing with this topic so far, this one will be very interesting and useful for the banking sector in Libya. The topic of this paper is a theoretical and practical analysis of measuring the service quality in the banking sector in Libya. Measuring the quality of banking services is one of the basic indicators of the bank's quality and it can contribute to the improvement of banking services. By using the various tools, advanced tools and modern technology in operations and marketing activities with regard to communications, marketing and information technology, service delivery and completion of marketing operations across multiple devices come to the forefront position of marketing banking services to the various parties through these means. .