upravljanje uslugom kao instrumentom marketing miksa
TRANSCRIPT
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UPRAVLJANJE USLUGOM KAO
INSTRUMENTOM MARKETING
MIKSA - PRIMER EUROBANK EFG
BEOGRAD
Rezime
Osnovni cilj svake banke je zadovoljavanje potreba postojećih i potencijalnih klijenata - potrošača. Marketing menadžment banke nastoji to da ostvari pravilnim upravljanjem instrumentima marketing miksa. Jedan od instrumenata uslužnog marketing miksa, od koga se prilikom planiranja, koncipiranja i implementiranja marketing strategije polazi je usluga, odnosno uslužni proizvod. U sve intenzivnijom konkurentskoj borbi na turbulentnom bankarskom tržištu inovacijom s jedne, odnosno modifikacijom, s druge strane, traži se prostor za ekspanziju na ovom, naročito u kriznim uslovima, kakvi su danas, visokozahtevnom tržištu.
U ovom radu se kroz nezavisnu analizu Eurobank EFG Beograd, pokušava sagledati upravljanje uslugom, odnosno uslužnim proizvodom, kao izuzetno važnim instrumentom marketing miksa.
Ključne reči: marketing usluga, usluge, marketing miks, bankarstvo
JEL klasifikacija: M31, G21
pregledni naučni članak
UDK 336.71(497.11)
Rad primljen: 25.06.2011.
Odobren za štampu: 23.09.2011.
dr Branislav RadnovićUniverzitet Educons, Fakultet
poslovne ekonomije, Sremska Kamenica
mr Milena IlićJ.P. “Gradsko stambeno”,
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Summary
The main objective of each bank is to meet the needs of its existing and potential clients - the consumers. This is achieved through proper management of marketing mix instruments by the bank’s marketing management. One of the instruments of service marketing mix, used as the starting point in the process of planning, designing and implementing the marketing strategy, is a service, or a service-product. In an increasingly intense competitive struggle in the turbulent banking market, innovation or, alternatively, modification, is a means of finding room for expansion in this highly demanding market, as it is today, particularly given the current crisis.
In this paper, through an independent analysis of EFG Eurobank Belgrade, we try to shed some light on the service (i.e. service-product) management, as a very important instrument of marketing mix.
Key words: service marketing, service, marketing mix, banking
JEL Classification: M31, G21
SERVICE MANAGEMENT AS A MARKETING MIX INSTRUMENT - EXAMPLE OF EFG EUROBANK BELGRADE
scientific review article
UDC 336.71(497.11)
Paper received: 25.06.2011
Approved for publishing: 23.09.2011
Milena Ilić MScJ.P. “Gradsko stambeno”, [email protected]
Branislav Radnović PhDEducons University, School of Business Economics Sremska [email protected]
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Uvod
Usluge predstavljaju grupu veoma heterogenih aktivnosti za čije definisanje još uvek nije moguće pronaći jedinstven i u potpunosti adekvatan pristup. Kriterijumi za definisanje pojma usluga razlikuju se u kojem se vremenskom periodu pojedine definicije nastajale i u zavisnosti od ciljeva istraživanja kojima su pojedini autori težili.
Finansijske usluge zauzimaju značajno mesto u svetskoj kao i nacionalnim ekonomijama, ali i u životima ljudi. Zbog činjenice da je bankarsko tržište u Republici Srbiji visoko konkurentno, banke učesnice na tržištu, ali i druge finansijske institucije, bore se da adekvatnom kombinacijom instrumenata marketing miksa pridobiju i zadrže komitente.
Dužna pažnja se posvećuje upravljanju uslugom kao instrumentom marketing miksa.
Finansijske usluge
Usluga uključuje sve ekonomske aktivnosti čiji je rezultat generalno posmatrano neopipljiva forma koja se uglavnom troši na mestu gde se i proizvodi i pruža korist za osobu koja tu uslugu kupuje. Jedna od citiranijih definicija je “Usluga je svaka aktivnost ili korist koju jedna strana nudi drugoj i koja je suštinski neopipljiva i ne rezultira u vlasništvu nad bilo čim. Njena proizvodnja može, ali ne mora biti povezana sa fizički opipljivim dobrom.” (Palmer, 2008, str. 4)
Uslugu, posmatrano u užem smislu, kao instrumenat marketing miksa, možemo podeliti na:a) usluge zasnovane na mašinama,b) usluge koje se obavljaju posredstvom ljudi.
Prema prethodnoj podeli:a) usluge zasnovane na mašinama:
1. automatsko usluživanje (npr. automatsko pranje automobila)
2. uslugu obavlja neobučen radnik (usluga hemijske čistionice)
3. uslugu obavlja vešt radnik (internet provajder)
b) usluge koje se obavljaju posredstvom ljudi:1. uslugu obavlja neobučen radnik (usluga
obezbeđenja, čišćenja zgrade)2. uslugu obavlja obučen radnik (rad na
šalterima banaka)
3. uslugu obavlja profesionalac (ljudi koji vrše savetodavne usluge, menadžerske usluge, finansijske usluge…)
Usluge koje nudi banka predstavljaju kombinaciju usluga koje se obavljaju posredstvom ljudi (rad ljudi na šalterima) i usluga koje su zasnovane na mašinama (podizanje novca sa bankomata na različitim mestima 24h dnevno).
Usluga (engl. service) ili uslužni proizvod (engl. service product) je prvi instrument uslužnog marketing miksa i od izuzetnog je značaja za uspeh marketing strategije bilo koje uslužne kompanije.
Optimalna kombinacija elemenata marketing miksa: usluga, cena, kanali distribucije, promocija, ljudi, proces usluživanja i uslužni ambijent zadovoljava potrebe menadžera za upravljanjem ponudom. (Veljković, 2009, str. 66)
Pošto potrošače karakterišu stalne promene ukusa i izbora, svaka banka, nezavisno od veličine, nastoji da prilagodi svoju ponudu izmenjenim okolnostima. (Đuričin i dr, 2009, str. 80)
Usluge trenutno predstavljaju više od dve trećine svetskog domaćeg proizvoda (GDP). Udeo usluga u dodatoj vrednosti GDP ima tendenciju rasta sa nivoom dohotka države, stojeći u proseku na 71% u visokorazvijenim zemljama (75% u SAD), nasuprot 55% i 47% u srednje, odnosno niskorazvijenim zemljama respektivno. Čak i u grupi slaborazvijenih zemalja, proizvodnja usluga čini jezgro ekonomske aktivnosti, čiji doprinos GDP je iznad zbira industrije i poljoprivrede. Postoje, međutim, značajne razlike između zemalja u okviru iste dohodne grupe, kao što je na primer u slučaju Indije i Nigerije, dve zemlje sa niskim dohotkom čiji udeo usluga u GDP je 49%, tj. 22% respektivno. (STO, 2006, str. 7.)
Dobra kombinacija svih sedam elemenata marketing miksa (usluga, cena, kanali distribucije, promocija, ljudi, proces i uslužni ambijent) omogućiće bankama privlačenje potrošača-komitenata, i njihovo zadržavanje, nakon dostignute satisfakcije. (Ilić, Radnović, 2010).
Diverzifikovanost i konkurentnost same uslužne ponude jedne finansijske insitucije su izuzetno značajni za uspeh marketing strategije.
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Introduction
Services are a group of extremely heterogeneous activities, for whose definition it is still impossible to find a uniform and fully adequate approach. The criteria for defining the term “services” differ depending on the time period in which certain definitions were born, and on the research objectives set by certain authors.
Financial services hold an important place in both global and national economies, but also in people’s lives. Due to the fact that the banking market in the Republic of Serbia is highly competitive, the banks that participate in the market, along with other financial institutions, struggle to win and keep their clients by an adequate combination of marketing mix instruments.
Due attention is devoted to service management as a marketing mix instrument.
Financial Services
Services involve all economic activities whose result is, generally speaking, an intangible form mostly utilized in the same place where it has been produced, and provides certain benefits to the person purchasing it. One of the most frequently quoted definitions is the following: “A service is any activity or benefit offered by one party to another, which is essentially intangible and does not result in any sort of ownership over anything. Its production may, but does not have to be tied to any physical product.” (Palmer, 2008, pp. 4)
In a narrow sense of the word, services, in their capacity of a marketing mix instrument, may be divided into:a) Machine-based services;b) Man-based services.
According to the above classification:a) Machine-based services are further divided
into:1. Automatic service (e.g. automatic car
wash)2. Service provided by an unskilled worker
(e.g. dry-cleaning service)3. Service provided by a skilled worker (e.g.
internet provider service)b) Man-based services are further divided into:
1. Service provided by an unskilled worker (e.g. security, building maintenance)
2. Service provided by a skilled worker (e.g. bank tellers)
3. Service provided by a professional (e.g. consulting services, managerial services, financial services, etc.)
Services provided by a bank are a combination of service conducted by people (bank tellers) and machine-based services (withdrawing cash from an ATM on various locations 24 hours a day).
A service or a service product is the first instrument of the service marketing mix, and is extremely important for the success of a marketing strategy of any service-providing company.
The optimal combination of marketing mix elements: service (product), price, distribution channels, promotion, people, servicing process and service environment, meets the needs of a supply manager (Veljkovic, 2009, pp. 66).
Given that the consumers are characterized by constant changes in taste and choice, each bank, regardless of its size, tends to adjust its offer to the altered circumstances (Djuricin et al, 2009, pp. 80)
Services currently account for more than two thirds of the world GDP. The share of services in GDP added value has a tendency of growth along with the state income, amounting to 71% on average in highly developed countries (75% in the USA), as opposed to 55% and 47% in less developed and developing countries, respectively. Even in the group of developing countries, production of services stands in the core of economic activity, whose GDP contribution is higher than the one of industry and agriculture taken together. There are, however, some considerable differences among countries within the same income-level group, such as, for instance, in case of India and Nigeria, two countries with low incomes, whose share of services in GDP amounts to 49% and 22% respectively (WTO, 2006, pp. 7).
A good combination of all seven marketing mix elements (service, price, distribution channels, promotion, people, servicing process and service environment) will enable banks to attract new consumers - clients, and to keep them, once they reach the satisfactory level (Ilic,
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Takođe, s tim u vezi, ovde je potrebno naglasiti i značaj blagovremenog i ispravnog informisanja potencijalnih klijenata o samoj uslužnoj ponudi, u čemu u današnjem ''digitalnom dobu'' izuzetan značaj ima dobro strukturisan veb portal. Naime, za dobru promociju usluga, koje jedna finansijska organizacija poput EFG-a nudi, važno je postojanje dobrog veb portala. Tako, menadžment banke ima priliku da kroz informacije koje dobija od potrošača donosi kvalitetne i pravovremene marketinške i strategijske odluke. U veoma kratkom roku menadžment dobija „feedback“ kao reakciju na odluke koje donosi, odnosno menadžment banke ima mogućnost da putem dobro izgrađenog veb portala dobije od svojih potrošača povratne informacije i na taj način prati nivo zadovoljstva potrošača, utvrdi koji je stepen satisfakcije potrošača isporučenim uslugama kako bi se vršilo stalno unapređenje istih. (Ilić, Radnović, 2009)
Usluge Eurobank EFG Beograd
Asortiman usluga Eurobank EFG Beograd, se može podeliti na poslove sa stanovništvom, mali biznis i privredu.
Eurobank EFG Beograd nudi svojim klijentima, fizičkim licima, moderne i inovativne bankarske usluge i uslužne proizvode, prilagođene njihovim potrebama i navikama.
Usluge koje pruža Eurobank EFG Beograd u odnosu sa stanovništvom su sledeće: tekući račun (euro plata, euro plata premija, euro plata gold i euro plata premija transakcioni račun), krediti za kratkoročne i dugoročne pozajmice banke, maksimalno prilagođene potrebama stanovništva, uz određenu kamatnu stopu koja predstavlja cenu kredita tj. rizik banke, ako se kredit ne vrati (dinarski keš kredit u dinarima sa varijabilnom kamatnom stopom i sa fiksnom kamatnom stopom, refinansirajući
kredit, keš kredit indeksiran u EUR, depozitni kredit, višenamenski potrošački kredit, kredit za legalizaciju, stambeni kredit, euro šoping, euro auto, subvencionisani kredit), štednja (u Eurobank EFG štednju može ostvariti domaće ili strano fizičko lice. Štednja može biti dinarska ili devizna, i s tim u vezi se razlikuje štednja po viđenju, slobodna štednja i oročena štednja - klasična oročena, Euro Step i štednja unapred), platne kartice (Kreditne kartice u ponudi Eurobank EFG banke su: Visa, MasterCard Classic, MasterCard Gold, EurolineDina i donatorska kartica “Veliko srce”, a debitne Visa electron, Maestro, DinaCard), doznake (nostro, loro), e-statement, dopuna prepaid kredita, ino-penzije, trajni nalog, SMS obaveštavanje, e-banking i bankomati/aps).
Eurobank EFG banka, kao članica velike finansijske grupacije, je naročito usmerena na podršku malom biznisu u celokupnom regionu. Uslužni proizvodi koje banka nudi su: prima tekući račun, domaći i međunarodni platni promet, dokumentarna naplata, Programi osiguranja, garancije, akreditiv, custody poslovi, savetnik za mali biznis, on-line usluge
Slika br. 1 Kreditne kartice Eurobank EFG
Izvor: http://www.eurobankefg.rs/platne-kartice/platne-
kartice.26.html
Komentar: Kreditne kartice EFG banke sa atraktivnom i zanimljivom vizuelizacijom,
dizajnom i promotivnim sloganima.
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Radnovic, 2010).Diversification and competitiveness of
the service offer of a financial institution is extremely important for the success of a marketing strategy. Also, in this respect, it is necessary to underline the significance of a timely and proper notification of potential clients about the service offer, where a well-structured web portal, given the “digital era” that we live in, plays a significant role. Namely, for a proper promotion of service offered by a financial organization like EFG Eurobank, the existence of a good web portal is crucial. Thus, the bank’s management has a chance to make sound and timely marketing and strategic decisions, based on the information it receives from the consumers. In a very short notice, the management receives feedback, as a reaction to the decision it makes. In other words, the bank’s management has an opportunity to receive feedback information from its consumers through a well-designed web portal, thus being able to monitor the level of satisfaction of its clients, i.e. to determine the level of consumers’ satisfaction with the delivered services, in order to further improve them (Ilic, Radnovic, 2009).
Services of EFG Eurobank Belgrade
The range of services provided by EFG Eurobank Belgrade involves retail operations, SMEs and corporate banking.
EFG Eurobank Belgrade offers to its retail clients modern and innovative banking services and service products, adjusted to their needs and habits.
Services provided by EFG Eurobank Belgrade to its retail clients are the following: current account (Euro salary, Euro salary premium, Euro salary gold and Euro salary premium transaction account), short-term and long-term loans, maximally
adjusted to the clients’ needs, with a certain interest rate representing the cost of the loan, i.e. the risk for the bank, in case the loan fails to be repaid (Dinar cash loan with a variable or a fixed interest rate, refinancing loan, Euro-indexed cash loan, deposit loan, multi-purpose consumer loan, legalization loan, housing loan, Euro shopping, Euro car, subsidized loan), savings (in EFG Eurobank savings offer is available to either a domestic or a foreign retail client. Savings may be in dinars or in a foreign currency; savings deposits may be a vista deposits, standard (free) deposits or time deposits - classic time deposits, Euro Step and Advance Savings), payment cards (credit cards offered by EFG Eurobank are: Visa, MasterCard Classic, MasterCard Gold, EurolineDina and donors card “Big Heart”, whereas debit cards on offer are Visa Electron, Maestro and DinaCard), remittances (nostro, vostro), E-statement, mobile prepaid top-up, foreign pensions, standing orders, SMS notifications, E-banking and ATMs/APS machines).
Figure 1. Credit card of EFG Eurobank
Source: http://www.eurobankefg.rs/platne-kartice/
platne-kartice.26.html
Comment: Credit cards offered by EFG bank, with attractive and capturing visualization,
design and promotional slogans
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(Visa Business debitna kartica, e-banking, SMS), krediti (nanamenski poslovni krediti, revolving kreditna linija, krediti za opremu, krediti za poslovne prostorije, kredit iz sredstava Evropske Investicione Banke).
Pravnim licima - klijentima Eurobank EFG banke, nude se standardni i inovativni bankarski proizvodi, uz veoma konkurentne tržišne uslove, efikasniju proceduru i prilagodljivost njihovim specifičnim poslovnim situacijama. Podjednaku pažnju posvećuju malim, srednjim i velikim preduzećima, kao i preduzetnicima i javnom sektoru. Usluge koje su na raspolaganju klijentima su: otvaranje računa, devizni poslovi (tržišta novca, HoV, Devizni poslovi, istraživačke i savetodavne usluge, kao i strukturni uslužni proizvodi vezani za domaći i ino platni promet), dokumentarno poslovanje, depoziti i krediti.
Upravljanje uslugama Eurobank EFG Beograd
U procesu unapređenja kvaliteta postojećeg uslužnog proizvoda ili uvođenja novog uslužnog proizvoda je presudan razvoj sistema za prikupljanje informacija o očekivanjima potrošača. Nakon identifikacija očekivanja od osnovne usluge, sledeći korak je davanje prioriteta onim osnovnim očekivanjima koja su zasnovana prema važnosti za samog potrošača, resursima kompanije i sposobnosti kompanije da isporuči očekivanu uslugu.
Usluga ili uslužni proizvod je samo jedan od
elemenata uslužnog marketing miksa. S tim u vezi on je i jedan od elemenata marketing strategije u bankarstvu. On je prvi element, od koga se kreće, od kojeg često zavisi ukupan (ne)uspeh marketing strategije. Svaka finansijska organizacija, svaka finansijska institucija, svaka banka, u formulisanju svoje marketing strategije ima potrebu da krene od ovoga elementa. Postoji neko nepisano pravilo da korisnici bankarskih usluga prvo gledaju (ocenjuju) ovaj elemenat marketing strategije. Njima je izuzetno bitno koje sve
usluge banka pruža, može da ponudi, kao i koje sve usluge je spremna da dostavi potrošačima na njihov zahtev.
TNS Medium Gallup je, za potrebe Narodne banke Srbije, tokom marta 2011. godine realizovao istraživanje tržišta koje je bilo usmereno na korišćenje i ponudu dva finansijska proizvoda: tekući račun i gotovinski krediti (TNS Medium Gallup, 2011). Osnovni cilj istraživanja je ispitivanje transparentnosti, potpunosti i dostupnosti informacija o navedenim finansijskim proizvodima. U okviru istraživanja javnog mnjenja, vršeno je kvantitativno, terensko ispitivanje na uzorku od 1001 korisnika kredita i 1005 korisnika tekućih računa u Srbiji, u urbanim i ruralnim područjima, što je više-etapni stratifikovani slučajni uzorak koji reprezentuje populaciju korisnika navedenih proizvoda, uzrasta 20+. Korišćeni instrument, odnosno tehnika, je Direktni intervju (F2F), trajanja oko 35 minuta. Prema zaključcima istraživanja, prosečan korisnik tekućeg računa je osoba starosti 45 godina, zaposlen/a, sa ličnim mesečnim prihodom od 18.000 - 30.000 RSD, kvalifikovani radnik, srednjeg obrazovanja, živi u domaćinstvu sa 3 ili 4 člana. U izboru banke, korisnici tekućih računa se najčešće sami opredeljuju za banku (80%), vođeni preporukom i poverenjem koje su stekli, kao i direktnim informisanjem odlaskom u banku. Većina korisnika tekućih računa (55%) deli pozitivno mišljenje o bankama. Svaki treći korisnik ima umereno, a 11% ima negativno
Slika br. 2 Debitne kartice Eurobank EFG
Izvor: http://www.eurobankefg.rs/platne-kartice/platne-kartice.26.html
Komentar: Debitne kartice koje izdaje EFG banka: Visa Electron, Maestro, DinaCard.
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EFG Eurobank, being a member of a large financial group, is particularly focused on providing support to SMEs in the entire region. Service products offered by the bank are the following: Prima current account, domestic and international payment operations, documentary collection, insurance programmes, guarantees, letters of credit, custody operations, small business advisor, on-line services (Visa Business debit card, E-banking, SMS), loans (special-purpose business loans, revolving credit lines, equipment loans, business premises loans, loan from the funds of the European Investment Bank).
To its corporate clients, EFG Eurobank offers both standard and innovative banking products, at a rather competitive market conditions, accompanied by a highly efficient procedure and adaptability to specific business circumstances of the clients. Equal attention is devoted to small, medium and large enterprises, along with entrepreneurs and the public sector. Services available to the clients are: opening of an account, foreign exchange operations (money markets, securities, FX operations, research and consulting services, along with structured service products related to domestic and foreign payment transactions), documentary operations, deposits and loans.
Service Management in EFG Eurobank Belgrade
What is crucial in the process of improving
the quality of existing service products or introducing the new ones is the development of a system for collecting information about the consumers’ expectations. After identifying the expectations from the basic service, the next step it to give priority to those expectations that are based on relevance for consumers themselves, company’s resources and company’s ability to deliver the expected service.
A service or a service product is just one of the
elements in the service marketing mix. It is also one of the elements in the marketing strategy in banking. Moreover, it is the first element, used as a starting point, on which the overall success or failure of the marketing strategy depends. Each financial organization, each financial institution, each bank, when formulating its marketing strategy, feels the urge to start from this element. There is a rule of thumb saying that it is exactly this element of marketing strategy that the users of banking services first notice (and assess). It is of utmost importance to them what kind of services the bank provides, what can it offer, and which services it is ready to deliver to the consumers at their request.
In March 2011, for the purposes of the National Bank of Serbia, TNS Medium Gallup conducted a market research, targeted at the usage and offer of two financial products: current accounts and cash loans (TNS Medium Gallup, 2011). The main objective of this research was to examine transparency, comprehensiveness and accessibility of information about the above mentioned financial products. Within the public opinion research, there was a quantitative, on-the-field questionnaire, conducted at the sample of 1001 loan users and 1005 current account holders in Serbia, both in urban and rural regions, which is a multi-stage, stratified random sample, representing the population of users of the concerned products, age 20+. The instrument, i.e. a technique used was a direct, face-to-face 35-minute long interview. According to the
Figure 2. Debit cards of EFG Eurobank
Source: http://www.eurobankefg.rs/platne-kartice/platne-kartice.26.html
Comment: Debit cards issued by EFG bank: Visa Electron, Maestro, DinaCard.
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opšte mišljenje o bankama. Banke su brze u otvaranju tekućih računa: u gotovo 70% slučajeva istog dana.
Većina građana (70%) je zadovoljna uslugom banke u kojoj koristi tekući račun - dok je 5% nezadovoljnih. U odnosu na rezultate 2009, ocene za spremnost službenika da informišu, odgovore na pitanja, kao i ljubaznost službenika su generalno bolje.
Kada je u pitanju posmatrana banka, u Eurobank EFG banci 5% ispitanika ima otvoren tekući račun, što je za 1% više u odnosu na istraživanja TNS Medium Gallup iz novembra 2008. i decembra 2009. godine.
Prosečan korisnik kredita je nešto mlađi i boljeg statusa u odnosu na korisnika tekućeg računa. Naime, u pitanju je osoba starosti 42 godine (neznatno mlađi od “prosečnog” korisnika tekućeg računa), zaposlen/a, sa ličnim
mesečnim prihodom između 18.000 i 45.000 RSD (nešto veći nego kod korisnika tekućih računa), kvalifikovani radnik ili niži rukovodilac (službenik), srednjeg obrazovanja (češće i višeg i visokog), najčešće živi u domaćinstvu od 3 - 5 članova (nešto veće domaćinstvo). Banku za kredit bira prvenstveno na osnovu roka otplate i visine rate kredita. Polovina odlazi samo u jednu (svoju stalnu) banku, dok druga polovina istražuje kod više banaka. Poseta banci i ovde je glavni vid informisanja o proizvodu.
U Eurobank EFG štedionici 5% ispitanika ima kredit, što ovu banku svrstava na 5. mesto banaka sa najviše korisnika kredita među ispitanicima u okviru predmetnog istraživanja javnog mnjenja u 2011. godini.
Eurobank EFG banka je sigurno jedna od banaka na tržištu Srbije koja postojećim i potencijalnim potrošačima nudi široku lepezu kvalitetnih usluga, odnosno uslužnih proizvoda. Kontinuiranim istraživanjem potreba potrošača Eurobank EFG banka vrši modifikaciju postojećih i uvođenje novih bankarskih usluga. Primetna je i činjenica da je visoka implementacija informacionih tehnologija u procesu upravljanja bankom kod građana i njihova sve veća upotreba, dala ovoj banci mogućnost za ponudu velikog broja modifikovanih, ali i novih bankarskih usluga.
Zaključak
U ovom radu detaljnije je obrađena usluga kao instrument marketing strategije Eurobank EFG Beograd, jedne od vodećih banaka na bankarskom tržištu Republike Srbije. Permanentno inoviranje s jedne, kao i modifikacija postojeće uslužne ponude, s druge strane, ukazuju da EFG banka kvalitetno prati sva dešavanja na turbulentnom bankarskom tržištu usluga, nastoji da adekvatno i brzo zadovolji postojeće i potencijalne potrošače, kao i da se uspešno bori sa sve većim konkurentskim aktivnostima.
Može se slobodno zaključiti da Eurobank EFG prati trendove u oblasti razvoja i implementacije usluga, odnosno uslužnih proizvoda, i da permanentnim kvalitetnim istraživanjem potrošačkih potreba i želja nastoji da bude lider u pružanju određenih usluga, odnosno uslužnih proizvoda.
Literatura / References
Knjige / Books1. Allred, T. A. and Addams, H. L., “Service quality at
banks and credit unions: what do their costumers say?”, Managing Service Quality, Vol 10, No. 1, 2000.
2. Đuričin, D., Janošević, S., Kaličanin, Đ., Menadžment i strategija, Ekonomski fakultet, Beograd, 2009.
3. Ilić M, Radnović B, „Korišćenje Web portala za dvosmernu marketing komunikaciju sa potrošačima u cilju isporučenja superiornog kvaliteta“, Festival kvaliteta 2009, Nacionalna konferencija o kvalitetu, 2009.
4. Ilić M, Radnović B, ”Implementacija marketing koncepta u poslovnoj praksi domaćih banaka sa posebnim osvrtom na Vojvođansku banku a.d. Novi Sad”, Bankarstvo, 39 (5-6), 44-55, 2010.
5. Palmer A., Principles of Services Marketing, 5th edition, Mc Graw Hill Publishing Company London, 2008,
6. Svetska trgovinska organizacija, Measuring Trade in Services, Ženeva, WTO, 2006.
7. Veljković S, Marketing usluga, CID Ekonomskog fakulteta u Beogradu, Beograd 2009.
Web prezentacije / Web presentation1. Eurobank EFG www.eurobankefg.rs (datum pristupa
4. maj 2011. godine)2. Narodna banka Srbije www.nbs.rs (datum pristupa 8.
maj 2011. godine)Istraživanje / Research1. TNS Medium Gallup, Kontrolno istraživanje,
Integrativni izveštaj: Javno mnjenje i tajna kupovina, 2011. (naručilac Narodna banka Srbije), dostupno na www.nbs.rs
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results of this research, the average current account user is a 45-year old person, employed, with personal monthly income ranging from RSD 18000 to RSD 30000, a qualified worker, with medium-level education, living in a 3- or 4-member household. When choosing a bank, the current account users mostly pick a bank by themselves (80%), guided by a recommendation and confidence they have gained, and by direct inquiry at the bank itself. Most current account users (55%) share a positive opinion on banks. Every third user has a neutral opinion, whereas 11% have a negative opinion on banks. Banks are rather swift when opening current accounts: in almost 70% this operation is completed within the same day.
Most citizens (70%) are satisfied with the services of the bank in which they have a current account - whereas 5% are dissatisfied. Compared with the results for 2009, bank officers have been, in general, better rated for their willingness to provide information, answer the questions and be polite.
When it comes to the observed bank, 5% of the interviewed clients have an opened current account with EFG Eurobank, which is by 1% higher compared to the research of TNS Medium Group as of November 2008 and December 2009.
The average loan user is somewhat younger and has a better status than the current account user. Namely, this is 42-year old person (slightly younger than the average current account user), employed, with personal monthly income ranging from RSD 18000 to RSD 45000 (somewhat higher than in the case of current account user), qualified worker or a junior executive (officer), with medium-level education (also higher or university education), mostly living in a 3- to 5-member household (somewhat bigger household). The average loan user chooses a bank mostly depending on repayment deadline and amount of loan instalment. Half of the interviewees go exclusively to one bank (their permanent bank),
whereas the other half explore their options with several banks. Personal inquiry at the bank is again the main form of obtaining information about the product.
When it comes to EFG Eurobank, 5% of the interviewed clients have a loan there, which ranks this bank at the 5th place in the category of banks with the highest number of loan users among the people interviewed within this market research for 2011.
EFG Eurobank is certainly one of the banks in the Serbian market offering a wide array of high-quality services, i.e. service products, to their current and potential consumers. Due to its constant inquiry about the consumers’ needs, EFG Eurobank modifies the existing and introduces new banking services. The obvious fact is that the advanced implementation of information technologies in the process of bank management, especially when it comes to retail clients, has given this bank an opportunity to offer a large number of either modified or new banking services.
Conclusion
This paper elaborates on services as an instrument in a marketing strategy of EFG Eurobank Belgrade, one of the leading banks in the banking market of the Republic of Serbia. Permanent innovations, on the one hand, and modification of the existing services offer, on the other, indicate that EFG bank keeps a sound follow-up of all developments in the turbulent banking services market; tends to adequately and swiftly satisfy all its current and potential clients, and successfully struggles with the increasingly competitive activities.
We may easily conclude that EFG Eurobank follows all trends in the field of services, i.e. service products development and implementation, tending to become a leader in providing certain services by resorting to permanent, high-quality exploration of the consumers’ needs and wishes.