Determinants of The Bank Clients Satisfaction with The Internet Banking Services in Serbia
Determinante satisfakcije bankarskih klijenata uslugama internet bankarstva u Srbiji
Abstract
This paper analyzes the satisfaction of bank clients with the internet banking services in the Republic of Serbia. The aim of the research is to measure the actual level of satisfaction of the domestic banks clients with the internet banking services and to determine the connection between satisfaction and internet banking and its main determinants. The research was conducted through a questionnaire, and 193 respondents took part. The obtained answers were processed using descriptive static analysis, reliability analysis of research variables, correlation analysis, and multivariate regression analysis. By analyzing the relevant literature, efficiency, safety and privacy, accessibility, response and costs were determined as independent variables, while satisfaction was used as a dependent variable. The research results show that the strongest influence on the bank clients satisfaction has the efficiency factor, followed by the response, security, and privacy, while accessibility and costs do not have a statistically significant impact on the internet banking users satisfaction.
Apstrakt
U ovom radu analizirana je satisfakcija bankarskih klijenata uslugama internet bankarstva u Republici Srbiji. Cilj istraživanja je da se izmeri stvarni nivo zadovoljstva klijenata domaćih banaka uslugama internet bankarstva i utvrdi povezanost satisfakcije internet bankarstvom i njenih glavnih determinanti. Istraživanje je sprovedeno pomoću upitnika i učešće je uzelo 193 ispitanika. Dobijeni odgovori su obrađeni korišćenjem deskriptivne statičke analize, analize pouzdanosti istraživačkih varijabli, korelacione analize i multivarijantne regresione analize. Na osnovu analize relevantne literature, kao nezavisne varijable određeni su efikasnost, bezbednost i privatnost, pristupačnost, responzivnost i troškovi, dok je satisfakcija zavisna varijabla. Rezultati istraživanja pokazuju da najjači uticaj na satisfakciju bankarskih klijenata uslugama internet bankarstva ima faktor efikasnosti, slede responzivnost, bezbednost i privatnost, dok pristupačnost i troškovi nemaju statistički značajan uticaj na satisfakciju korisnika internet bankarstva.
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