The main goal of the paper is analyses of level, structure and efects of foreign direct investments (FDI), specifically in the form of mergers and acquisitions (M&A), in banking sector of Bosnia and Herzegovina. We analysed quality of services bosnian banks offer to the clients too, in order to evaulate positive effects of growing level of M&A and to stress problems bosnian banks face with in the quality services area. We used total banking assets, interest rates, structure of deposits and loans and profitability in order to evaluate banking sector itself and research among banking clients and SERVQUAL model in order to evaluate clients’ expectations and perceptions. Based on the results we obtained, it is possible to conclude that the FDI inflow has brought about the growing competition among banks on B&H market. Banks compete for each client, but mostly using conventional marketing instruments. On the other hand, we found that there is a significant gap between clients’ expectations and perception, even regarding foreign banks. We found that the main reason is a very high level of expectations created by advertising and other promotional activities by foreign banks (traditional marketing instruments), used in order to attract new clients.

Higher education institutions currently face an increased number of participants in the market on the supply side, and increased level of requirements at the demand side. Therefore, an appropriate marketing strategy is required to pay attention to this fact. We need to apply conquest marketing to secure a sufficient level of interest and enrollment of students on one hand, and retention marketing in order to create the satisfaction and loyalty of the already enrolled students on the other. The key role in formulating and designing the marketing strategy of an educational institution is assigned to the quality of the educational process, the quality as perceived by the students, and the level of satisfaction derived from the same. Since one specific feature of the service process, including the education services too, is the heterogeneity of the services and difficult standardisation of the service process; the measured quality of services in fact represents the quality as perceived by the clients. From this follows that the precondition of a successfully created marketing strategy is the choice of an adequate quality-measuring model in the education process (service provision process). The paper uses the Kano model of service quality measuring to identify among students the factors that are used by them to measure the quality of the education process and point at them the marketing strategy of institutions.