UTJECAJ PERCIPIRANE KVALITETE NA ZADOVOLJSTVO I LOJALNOST KLIJENATA BANAKA

This paper explores the way perceived quality of bank clients is linked to their satisfaction and loyalty. Survey was conducted in Brcko District, Bosnia and Herzegovina, on an intentional sample. For this research an online survey was used involving 469 bank clients,out of which 225 completed this survey. To measure the quality an adapted SERVPREF model was used. Satisfaction and loyalty were measured by using four statements. The significance of this research is reflected in the fact that by proving the hypotheses it will be determined that quality is of the outmost importance for the business activity of every bank because quality influences satisfaction and user loyalty. It will also be determinedwhich dimension of quality has the most influence on those variables. The results gained by this research contribute to better understanding of clients by banks. Statistical analysis was done by using the programme tool SPSS 20 along with multiple regression analysis and correlation analysis. Reliability of collected information/data was analyzed by using Cronbach’s Alpha indicator. The results of multiple regression analysis show that there is a statistically significant impact of perceived quality of banks onto client satisfaction and loyalty. Results have proved the first two auxiliary hypotheses. It has been proved that there is a statistically significant impact of client satisfaction onto their loyalty, which confirmed the third auxiliary hypothesis. By proving these hypotheses, the main hypothesis has been proved and showed that perceived quality does influence the client satisfaction and loyalty, and also that only satisfied clients can be loyal.