ANALIZA ELEMENATA KVALITETA USLUGA MOBILNE TELEFONIJE U REPUBLICI SRBIJI

Dragana Tomašević; Dragana Gašević

doi:10.5937/skolbiz1-19818

Dragana Tomašević Visoka poslovna škola strukovnih studija, Novi Sad
Dragana Gašević Visoka poslovna škola strukovnih studija, Novi Sad

DOI: https://doi.org/10.5937/skolbiz1-19818

Ključne reči: factor analysis||, ||faktorska analiza, mobile telephony||, ||mobilna telefonija, service quality||, ||kvalitet usluga,

Sažetak

U savremenim uslovima poslovanja koje karakteriše izuzetna turbulentnost, neizvesnost, dinamičnost i opstanak, rast i razvoj preduzeća uslovljen je usredsređivanjem na obezbeđenje visokog nivoa kvaliteta usluga. Smatra se da preduzeće ne može da dostigne uspeh u današnjem poslovnom okruženju ukoliko ne pruža superiorniji kvalitet usluga. Rastuća konkurencija među operaterima usluga mobilne telefonije nameće potrebu identifikovanja ključnih elemenata kvaliteta usluga. Da bi bili konkurentni, operatori komunikacionih usluga treba da pruže uslugu u skladu sa potrebama i stavovima korisnika. Osnovni cilj ovog istraživanja jeste identifikovanje tj. izdvajanje osnovnih faktora koji određuju kvalitet usluga mobilne telefonije u Republici Srbiji i utvrđivanje njihovog uticaj na satisfakciju korisnika.

Biografije autora

Dragana Tomašević, Visoka poslovna škola strukovnih studija, Novi Sad

Asistent u nastavi

Dragana Gašević, Visoka poslovna škola strukovnih studija, Novi Sad

Asistent u nastavi

Reference

Bojković, N., & Petrović, LJ. (2010). Ocena kvaliteta komunikacionih usluga primenom indeksa zadovoljstva korisnika. U: Simpozijum o novim tehnologijama u poštanskom i telekomunikacionom saobraćaju – PosTel 2010. (185-192). Beograd.

Chen, C. F., & Cheng, L. T. (2012). A study on mobile phone service loyalty in Taiwan. Total Quality Management & Business Excellence, 23(7-8), 807-819.

Clemes, M.D., Shu, X., & Gan, C. (2013). Mobile communications: a comprehensive hierarchical modelling approach. Asia Pacific Journal of Marketing and Logistics, 26(1),114-146.

Drinić, D., Vranješ, M., & Gašević, D. (2014). Koncept lojalnosti potrošača u maloprodaji. Škola biznisa, 2/2014, 91-106.

Garvin, D. (1984). What does ‘product quality’ really mean? Sloan Management Review, 26(1), 25-43.

Gašević, D., Vranješ, M., & Drinić, D. (2016). Identification of Key Determinants of Satisfaction of Users of Electronic Banking Services. Economic Themes, 54(2), 301-321.

Grubor, A. (2011). Očekivanja, satisfakcija i lojalnost potrošača u marketingu usluga. Anali Ekonomskog fakulteta u Subotici, 47(26), 23-32.

Gustafsson, A., Johnson, M.D., & Roos, I. (2005). The Effects of Customer Satisfaction, Relationship Commitment Dimensions, and Triggers on Customer Retention. Journal of Marketing, 69(4), 210-218.

Kheng, L.L., Mahamad, O., Ramayah, T., & Mosahab, R. (2010). The Impact of Service Quality on Customer Loyalty: A Study of Banks in Penang, Malaysia. International Journal of Marketing Studies, 2(2), 57-66.

Kim, M.K., Park, M.C., & Jeong, D.H. (2004). The effects of customer satisfaction and switching barrier on customer loyalty in Korean mobile telecommunication services. Telecommunication Policy, 28(2), 145-159.

Negi, R.. (2009). User's perceived service quality of mobile communications: experience from Ethiopia. International Journal of Quality & Reliability Management, 26(7), 699-711.

Oliver, R. L. (1993). Cognitive, Affective and Attribute Bases of the Satisfaction Response. Journal of Consumer Research, 20(3), 418-430.

Osman, Z., & Sentosa, I. (2013). Mediating Effect of Customer Satisfaction on Service Quality and Customer Loyalty Relationship in Malaysian Rural Tourism, International Journal of Economics Business and Management Studies, 2(1), 25-37.

Quach, T.N., Thaichon, P., & Jabarajakirthy, C. (2016). Internet service providers' service quality and its effect on customer loyalty of different usage patterns. Journal of Retailing and Consumer Services, 29, 104-113.

Santouridis, I., & Trivellas, P. (2010). Investigating the impact of service quality and customer satisfaction on customer loyalty in mobile telephony in Greece. The TQM Journal, 22(3), 330-343.

Thu N. Q. , Charles J., & Park T. (2016). The effects of service quality on internet service provider customers’ behaviour, Asia Pacific Journal of Marketingand Logistics, 28(3), 435-463.

Turkson, E. D. (2012). Quality Assurance in the Hospitality Industry: A Case Study of Capital View Hotel, Koforidua. Master’s Thesis, Kwame Nkrumah University of Science and Technology, Institute of Distance Learning, 1-87.

Zeithaml, V.A., Parasuraman, A., & Berry, L. L.(1990). Delivering Quality Service: Balancing Customer Perceptions and Expectations. New York: The Free Press.