Upravljanje odnosima s korisnicima u bankarstvu: Savremeni pristup
Sažetak
Usled oštre konkurencije u bankarskom sektoru, gde se kontinuirano vodi konkurentsko nadmetanje za osvajanje većeg dela tržišta, odnosno privlačenje što većeg broja korisnika, a uzevši u obzir slabo diferenciranu ponudu banaka, adekvatno upravljanje odnosima sa korisnicima predstavlja osnovno sredstvo za postizanje boljih poslovnih rezultata. U tom kontekstu, predmet istraživanja u radu odnosi se na utvrđivanje karakteristika savremenog pristupa upravljanju odnosima s korisnicima i na faktore koji utiču na uspešnost ovog procesa, u svrhu ostvarenja dugoročnih i obostrano korisnih odnosa banaka i korisnika bankarskih proizvoda i usluga.
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