Маркетинг-истражување за квалитет на услугите во банкарството

Abstract

This paper is an attempt to link the issues in the field of marketing research for the quality of service with the modern trends in banking. The paper is based on the concepts set forth in the literature in the field of marketing, such as quality of service, customer satisfaction and loyalty, then in the field of marketing research, services marketing and in the field of quality management and human resources. Hence, it coveres wider area of competitive advantage by including marketing research regarding the quality of services to create a deeper insight to what is necessary to orient the banks as service providers. Management and measurement of consumer experience is a challenge the banks are facing with in order to optimize its market position. Therefore, the customer service becomes a driver of competitive advantage in terms of almost equal offer created by the banks. As a result, the purpose of this paper is to systematize the role of quality in correlation with the tools for effective marketing research and with the management processes to improve the quality of services in banking. The analysis of the quality systems suggests that certification of the Macedonian banks and the service companies is the key to unification of services. This PhD thesis demonstrates new framework for service organizations enabling improved financial performance, increased customer satisfaction and enhanced competitiveness. This paper bridges the gap between theory and practice through empirical study conducted among the banks in the Republic of Macedonia regarding the marketing research for quality of service which they apply. Furthermore it elaborates the effects of service quality on customer satisfaction, net promoter score and customer loyalty. Based on the elaborated theoretical concepts the empirical framework of this paper has been developed which analyzes the importance of research for the quality, quality principles, the aspects of leadership, strategic planning, the role of customers and employees on service quality within the banks.