Квалитетот на банкарските услуги и нивното влијание врз задоволството на клиентите во Република Македонија

Abstract

In recent years, two crucial factors have been dealt with: the managerial system focused on quality and satisfaction as enhancers of the results of companies. Service quality (SQ) has become an important research field because there is an obvious relation with customer satisfaction. This paper deals with the undertaking of a thorough analysis of the quality of banking services with a detailed observation of the clients’ views and expectations as regards banks and banking services in the Republic of Macedonia. This is done in order to identify the level of service quality and client satisfaction in relation to banking services, thus identifying the crucial elements that are said to cause disagreement between expectations and perceptions. The SERVQUAL model is the main tool that was used to measure the quality of services and client satisfaction. The dimensions of this model are the main variables, which were used in this study. Upon the processing of the data, we came to the following conclusions: the quality of services influences client satisfaction; client expectations are lower than their perceptions; the overall quality of banking services in the Republic of Macedonia is unsatisfactory; upon the improvement of the quality of services, there is a tendency of satisfaction increase as well, etc.