摘要：Orijentacija na klijente je važan faktor sticanja održive konkurentske prednosti poslovnih banaka.Savremene marketinški orijentisane banke moraju biti fokusirane na razumevanje i zadovoljenje finansijskih zahteva svojih klijenata.Pažnja menadžmenta treba da bude usmerena i ka ispitivanju kvaliteta odnosa koji banka ima sa svojim klijentima.U tom kontekstu,važno je merenje emocionalnih reakcija klijenata.Cilj rada je identifikacija ključnih pokretača emocionalnih reakcija.Konkretno,u radu su posmatrane dve emocionalne reakcije:satisfakcija i afektivna privrženost.U sprovedenoj studiji,koncipirana su dva istraživačka modela koji obuhvataju četiri nezavisne varijable (kvalitet usluga,imidž banke,poverenje i društvenu povezanost),pri čemu je u prvom modelu satisfakcija posmatrana kao zavisna varijabla,a u drugom modelu uloga zavisne varijable pripala je afektivnoj privrženosti.Rezultati ukazuju na umeren stepen satisfakcije,ali i nizak stepen afektivne privrženosti ispitanika.Pri tome,poverenje je najznačajniji faktor emocionalnih reakcija.S druge strane,klijenti smatraju da banke pružaju dobar kvalitet usluga,pri čemu je kvalitet značajan pokretač satisfakcije,ali ne i pokretač afektivne privrženosti.
其他摘要：Focus on customers is an important factor in gaining sustainable competitive advantage of retail banks.Modern marketing-oriented banks have to be focused towards understanding and meeting the financial requirements of their clients.Attention of bank management should also be directed towards the study of quality of relationships between a bank and its clients.In this context,it is important to measure emotional reactions of clients.The aim of this paper is to identify the key drivers of emotional reactions.Specifically,two emotional reactions are observed in the paper:satisfaction and affective commitment.In the conducted study,two research models that include four independent variables (service quality,bank image,trust and social bonds) are designed,wherein satisfaction is regarded as dependent variable in the first model,while affective commitment is given the role of dependent variable in the second model.The results indicate a moderate degree of satisfaction,but also a low level of affective commitment of the respondents.In addition,trust is stressed as the most important factor of emotional reactions.On the other hand,clients believe that banks provide a good quality service,where the quality stands out as an important driver of satisfaction,but not as a driver of affective commitment.
关键词：Orijentacija na klijente je važan faktor sticanja održive konkurentske prednosti poslovnih banaka.Savremene marketinški orijentisane banke moraju biti fokusirane na razumevanje i zadovoljenje finansijskih zahteva svojih klijenata.Pažnja menadžmenta treba da bude usmerena i ka ispitivanju kvaliteta odnosa koji banka ima sa svojim klijentima.U tom kontekstu,važno je merenje emocionalnih reakcija klijenata.Cilj rada je identifikacija ključnih pokretača emocionalnih reakcija.Konkretno,u radu su posmatrane dve emocionalne reakcije:satisfakcija i afektivna privrženost.U sprovedenoj studiji,koncipirana su dva istraživačka modela koji obuhvataju četiri nezavisne varijable (kvalitet usluga,imidž banke,poverenje i društvenu povezanost),pri čemu je u prvom modelu satisfakcija posmatrana kao zavisna varijabla,a u drugom modelu uloga zavisne varijable pripala je afektivnoj privrženosti.Rezultati ukazuju na umeren stepen satisfakcije,ali i nizak stepen afektivne privrženosti ispitanika.Pri tome,poverenje je najznačajniji faktor emocionalnih reakcija.S druge strane,klijenti smatraju da banke pružaju dobar kvalitet usluga,pri čemu je kvalitet značajan pokretač satisfakcije,ali ne i pokretač afektivne privrženosti.
其他关键词：Focus on customers is an important factor in gaining sustainable competitive advantage of retail banks.Modern marketing-oriented banks have to be focused towards understanding and meeting the financial requirements of their clients.Attention of bank management should also be directed towards the study of quality of relationships between a bank and its clients.In this context,it is important to measure emotional reactions of clients.The aim of this paper is to identify the key drivers of emotional reactions.Specifically,two emotional reactions are observed in the paper:satisfaction and affective commitment.In the conducted study,two research models that include four independent variables (service quality,bank image,trust and social bonds) are designed,wherein satisfaction is regarded as dependent variable in the first model,while affective commitment is given the role of dependent variable in the second model.The results indicate a moderate degree of satisfaction,but also a low level of affective commitment of the respondents.In addition,trust is stressed as the most important factor of emotional reactions.On the other hand,clients believe that banks provide a good quality service,where the quality stands out as an important driver of satisfaction,but not as a driver of affective commitment.
