| Abstract [eng] |
This Master’s Thesis approaches the main aspects of strategic management and service quality; it also analyses and systematises the theoretical and legal peculiarities of services provided by a bank to citizens. Analysis of services provided by AB SEB bank and other competitive banks established in Tauragė has been carried out in order to determine the priorities for improvement of the quality of services provided to the citizens by the Tauragė branch of AB SEB bank. Empirical investigation based on the methods of document analysis and expert survey has been completed with respect to the improvement strategies of service quality of the Tauragė branch of AB SEB bank. The following strategic priorities for improvement of the activities of the Tauragė branch of AB SEB bank have been defined and based on the results of the survey: 1) Improvement of the quality of services provided to the customers by the Tauragė branch of AB SEB bank by implementing the quality management system in the Tauragė branch of AB SEB bank; 2) Stimulation, development and integration of electronic banking, also, consulting of the customers, teaching the customers of different age groups and rural area citizens the basics of electronic banking, etc.; 3) Provision of new services to the citizens in AB SEB bank; 4) communication and collaboration of the Tauragė branch of AB SEB bank with other public and private institutions. The conclusions concerning the situation of services provided to the citizens by the Tauragė branch of AB SEB bank have been presented as well as recommendations concerning improvement have been provided. |
