Customer Satisfaction Surveys: Methodological Recommendations for Financial Service Providers
Istraživanje satisfacije potrošača: Metodološke preporuke za pružaoce finansijskih usluga
Abstract
This methodological article investigates practical challenges that emerge when conducting customer satisfaction surveys (CSS) for financial service providers such as banks, insurance or leasing companies, and so forth. It displays methodological recommendations in reference with: (a) survey design, (b) sampling, (c) survey method, (d) questionnaire design, and (e) data acquisition. Article provides appropriate explanations that usage of: two-stage survey design, SRS method, large samples, and rigorous fieldwork preparation can enhance the overall quality of CSS in financial services. Proposed methodological recommendations can primarily be applied to the primary quantitative marketing research in retail financial services. However, majority of them can be successfully applied when conducting primary quantitative marketing research in corporate financial services as well.
Apstrakt
U ovom metodološkom članku autor istražuje praktične izazove koji se javljaju prilikom sprovođenja ispitivanja zadovoljstva potrošača (engl. Customer Satisfaction Survey – CSS) za pružaoce finansijskih usluga, kao što su: banke, osiguravajuća društva, lizing kompanije, itd. U članku su predstavljene metodološke preporuke u vezi sa: (a) projektovanjem istraživanja, (b) uzrokovanjem, (c) metodom anketiranja, (d) pisanjem upitnika, i (e) prikupljanjem podataka. U članku se zastupa stav da se sprovođenjem istraživanja u dve faze, metodom stratifikovanog slučajnog uzorkovanja (engl. Stratified Random Sampling – SRS), velikim uzorcima i rigoroznom pripremom prikupljanja podataka može poboljšati ukupni kvalitet CSS u sektoru finansijskih usluga. Predstavljene metodološke preporuke se prevashodno odnose na primarna kvantitativna marketing istraživanja u finansijskm uslugma za stanovništvo. Ipak, većina preporuka se može uspešno primeniti i u primarnim kvantitativnim marketing istraživanjima u korporativnim finansijskim uslugama.
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