| Abstract [eng] |
Involvement and satisfaction of customers in bank services are analyzed in Master’s final work. Scientific literature admits that active customer have an effect for organization processes and creates a value for himself (herself) and for organization. The active customer in various processes of service providing and creation creates not only income stream for organization but also he gives ideas, affords to reach other consumer market and contributes to service improvement. The goal of Master's work is to analyze the relationship between customer involvement and customer satisfaction with banking services. The work consists of three main parts: theoretical, research methodology and empirical. The main elements of customers involvement are identified in the first final work part based on scientific literature. The levels of customers which are the most common in scientific literature have been identified and their content has been discussed. The content of different customer’s involvement dimensions has been disclosed as well as theoretical basis of customer satisfaction. The elements of satisfaction in services quality have been identified, too. According to scientific literature it is affirmed that the main elements of involvement are service recipient and organization providing services. It is impossible to provide services without involvement of customers. Services providers and recipients must participate in services. Three the most common levels of involvement are marked out in scientific literature: low, medium and high. The low level of customer’s involvement is when only physical presence of the client isnecessary. Medium level of customer’s involvement in service is when customers input is necessary for a certain result (data or similar information is necessary). The high level is when the input of the customers is necessary. It means when the customer like a general creator of service contributes to his (her) efforts, time and etc.The dimensions of customer’s involvement are marked out in scientific literature. They are emotional, cognitive and behavioral. It is affirmed that the real activeness and involvement have to include cognitive, emotional and physical dimensions. Most authors in scientific literature mark out a sequel model which is well known for analysis of service quality. Serqual model has five dimensions: reliability, responsiveness, assurance, empathy and tangibles. Staff appearance and physical environment is ascribed for tangibles dimension. The main feature of reliability dimension is ability to fulfill promises. The main feature of assurance dimension is preparation to help a customer. The main features of certainty dimension are staff knowledge, complaisance, competence and politeness. Empathy dimension is excluded for its attention for users and satisfaction of users’ needs. Research field is presented in the second part of final work. Services of Banks which are located in Mažeikiai were chosen as a research field. Scientific literature marks out these services of Lithuania commercial Banks: bank accounts and payments, credit cards, deposit, stock, credit, leasing, electronic and mobile banking and etc. These methods have been used to do the research: questionnaire of Mažeikiai district residents and its data analysis and generalization. Closed type questions based on scientific literature have been asked in questionnaire to reveal a problem of the research. General set consisted of 51494 Mažeikiai district residents. Calculating research sample 6 per cent error has been chosen. Error was used taking consideration into activeness of respondents. Questionnaire data, which helped to establish the relationship between customer involvement and customer satisfaction with services quality and demographic features is presented in the third final work part. While doing the research it was important to establish respondents’ demographic data which let to reveal customer involvement and satisfaction in services taking it in consideration a respondent gender, age and education. Questionnaire was given to 303 respondents. Doing this quantitative research ethical principles were in the first place. Data have been processed with SPSS specialized statistical software which allowed to do all process of data analysis. Microsoft Office Excel software was used in order to submit results in pictures in final work. At the end of final work conclusions and recommendations are presented with reference to theoretical analysis and results of empirical research. |
