Razumevanje ponašanja potrošača u aktuelnom tržišnom trenutku veoma je značajno za sve kompanije koje se takmiče u ostvarenju konkurentske prednosti. Zbog niza faktora koji determinišu njihove stavove i namere u procesu kupovine, potrošači treba da se posmatraju kao vrlo važan resurs. Potrošački etnocentrizam je koncept čije je poznavanje naročito značajno, jer utiče na odluku potrošača o prvenstvenoj kupovini domaćih u odnosu na strane proizvode. U radu će biti primenjen metod faktorske analize u istraživanju ovog fenomena kod potrošača u Srbiji. Rezultati pokazuju izdvajanje tri faktora koji objašnjavaju više od polovine varijanse zavisno promenljive, odnosno tri nezavisno promenljive koje determinišu nivo potrošačkog etnocentrizma.

Under the conditions of increased competition, imperatives for banking institutions are focusing on the provision of better quality services, meeting the needs of clients and adjusting to their specific demands, as these are the conditions for achieving satisfaction. Satisfaction has a consequent effect on the realisation of communication, but also economic business goals of market players. In accordance with these facts, the significance of measuring the quality of services needs to be pointed out. In recent years, the tendency of increase in the number of bank clients who use electronic banking services has been perceived in the Republic of Serbia. Advantages of this modern service are numerous, and the ones that stand out among them are saving time, more favourable price, comfortable and fast transaction execution. The purpose of this paper is to examine the satisfaction of clients in relation to electronic banking services, i.e. to come to a conclusion which elements of service quality have an impact on satisfaction, as well as to assess the intensity of such impact. In order to obtain the necessary information, we have used the measures of descriptive statistical analysis, reliability analysis, correlation and regression analysis. The data have been collected using the survey method and the questionnaire distributed to respondents for the purpose of specific research has been created on the basis of previous research in the quality of service field. The results have shown that three dimensions of modified SERVQUAL model (security, ease of use and responsibility) have a statistically significant impact on Unauthenticated Download Date | 5/13/18 8:06 AM 302Gašević, Vranješ,Drinić/Economic themes, 54(2): 301-321 satisfaction, while other factors (reliability, empathy and website content) have, in their joint effect, indicated a non-significant impact on satisfaction. The contribution of this paper is reflected in the fact that the identification of factors (reliability, empathy, website content) that have not achieved a significant impact in their joint effect on the satisfaction of clients with electronic banking can be a signal for the management of financial institutions to take action in order to reduce the perceived risk, maintain trust, provide training and development of employees, modernize website appearance.

Sažetak: Lojalni potrošači su partneri preduzeća i predstavljaju stabilan izvor prihoda. Preduzeća su više usmerena ka zadržavanju postojećih, nego ka privlačenju novih potrošača, jer lojalni potrošači predstavljaju najvredniju imovinu preduzeća. Cilj ovog članka je da se razvije integrativni konceptualni okvir za stvaranje i održavanje lojalnosti potrošača, uz istovremeno baziranje na detaljnom pregledu bitne literature i realnosti na tržištu. U tom kontekstu, izvršeno je empirijsko istraživanje primenom anketnog metoda na slučajnom uzorku od 165 ispitanika. Na osnovu istraživanja koje je sprovedeno identifikovani su značajni faktori koji utiču na lojalnost potrošača.

Consumer behavior is determined by a number of factors. One of them is ethnocentric tendencies. Ethnocentric consumers are those who prefer to buy domestic products rather than products of foreign origin. As not all consumers are equally ethnocentric, the main objective of the paper is to identify the individual and cumulative impact of certain components of respondents' lifestyle on consumer ethnocentrism. The results have shown a statistically significant influence of three dimensions of lifestyle (personality traits, practical and rational purchasing behavior and fashion awareness) on consumer ethnocentrism of respondents in the Republic of Serbia. The analysis of the gathered data was performed using factor analysis and regression analysis. The research results have provided a great deal of meaningful information necessary for strategic management and decision making. In addition, the base for devising better quality strategies for approaching individual groups of consumers is provided, all depending on the degree of their consumer ethnocentrism.

No abstract