| Abstract [eng] |
Services are one of the fastest growing economical sectors in all worlds, including Lithuania. One of the most important parts of this sector is financial services, which produces more than 25 % of all services' sector income. One of the financial services main characteristics - money and time, requiring total assurance between services' conveyor and customer. So, a very important thing in financial services is quality of process, based on interaction between services' conveyor and customer. The purpose of this work is to make the instruments to improve the quality of interaction between " NORD/LB" Lietuva bank and its individual customers after the determination of current quality level. Based on this purpose, in the first part of this work was analyzed the current situation in Lithuania's financial services and the perception level of services quality. The analysis showed that the interaction between services' conveyor and customer is one of the main factors to success in banking sector, influencing the trust of current and potential customers and directly with this connected market share growth. In the second part of this work was made the analysis of scientific literature, with the purpose to estimate theoretical background of interaction marketing use in banking services sector. Based on this analysis was made the client's and banking services' conveyor interaction model, which was used in "NORD/LB" Lietuva services quality analysis. The analysis of "NORD/LB" Lietuva and its client interaction was made in the third part of this work. It showed that average level of interaction level is high enough, but there are several problems: big queues, to little information and no possibilities to use the infarmational technologies in bank hall. Trying to solve these problems, there were offered four quality improvement instruments: electronic clients flow control system, electronic banking popularization, more intensive use of information stands and flyers and additional cash dispensers' installation. |
