Povezanost Kvalitete Mobilnog Bankarstva I Reputacije Banaka

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Povezanost Kvalitete Mobilnog Bankarstva I Reputacije Banaka SVEUČILIŠTE U ZAGREBU EKONOMSKI FAKULTET ZAGREB Berislava Starešinić POVEZANOST KVALITETE MOBILNOG BANKARSTVA I REPUTACIJE BANAKA DOKTORSKI RAD Mentor: Prof. dr. sc. Mislav Ante Omazić Zagreb, 2019. UNIVERSITY OF ZAGREB FACULTY OF ECONOMICS AND BUSINESS ZAGREB Berislava Starešinić RELATIONSHIP OF QUALITY OF MOBILE BANKING AND REPUTATION OF BANKS DOCTORAL THESIS Supervisor: Professor Mislav Ante Omazić, PhD. Zagreb, 2019 SAŽETAK Doktorski rad istražuje na koji se način može povezati sigurnost, dostupnost i jednostavnost korištenja mobilnog bankarstva sa percipiranom kvalitetom usluge mobilnog bankarstva banke te postoji li povezanost između percipirane kvalitete usluge mobilnog bankarstva i reputacije banaka. Primarni podaci istraživanja prikupljeni su uz pomoć anketnog upitnika. Hipoteze rada testirane su i potvrđene metodom višestrukih modela jednostavne i složene linearne regresije. Istraživanje omogućuje pogled u razvoj novih spoznaja bankarske industrije koji se temelje na ključnim odrednicama o poslovanju financijskog tržišta Republike Hrvatske. Sukladno navedenom definirane su karakteristike bankarskog tržišta i uloga tehnologije u financijskoj industriji Republike Hrvatske. PROŠIRENI SAŽETAK Istraživanje omogućuje pogled u razvoj novih spoznaja bankarske industrije koji se temelje na ključnim odrednicama uloge tehnologije u poslovanju financijskog tržišta Republike Hrvatske. Osnovna zadaća rada je istražiti i adekvatno argumentirati utjecaj mobilnog bankarstva na reputaciju banaka Republike Hrvatske. Istraživanje ima za cilj doprinijeti definiranju područja za korištenje informacijsko-komunikacijskih tehnologija u mobilnom bankarstvu koji u najvećoj mjeri utječu na reputaciju banaka te definirati aspekte mobilnog bankarstva (sigurnost, jednostavnost korištenja i dostupnost usluge) koji u najvećoj mjeri utječu na reputaciju banaka. Temeljni ciljevi istraživanja su empirijski utvrditi povezanost percipirane kvalitete usluge mobilnog bankarstva i reputacije banke, empirijski utvrditi način na koji sigurnost, jednostavnost korištenja i dostupnost usluge utječu na percipiranu kvalitetu usluge mobilnog bankarstva. Dodatni ciljevi su, na osnovu analize dosadašnjih istraživanja, identificirati i objasniti ključne determinante kvalitete usluga mobilnog bankarstva i reputacije banaka te se kritički osvrnuti na dosadašnja istraživanja, ukazati na važnost korištenja naprednih informatičkih tehnologija u bankarstvu te ispitati stupanj osviještenosti hrvatskih građana o sigurnosti usluga mobilnog bankarstva. Postavljene hipoteze su testirane korištenjem metode višestrukih modela složene linearne regresije. Kako bi se ispitale hipoteze, provelo se primarno istraživanje metodom ispitivanja pomoću strukturiranog anketnog upitnika. Način komuniciranja sa ispitanicima je bio putem elektroničke pošte. Rezultati testiranja hipoteza korištenjem regresijskih modela pokazuju kako su hipoteze postavljene u radu prihvaćene. Doprinos istraživanja očituje se u empirijski potvrđenim spoznajama koja obogaćuju postojeći skup znanja unutar područja poslovne ekonomije koje mogu biti korisne prilikom formiranja tehnoloških strategija banaka u okviru financijske industrije. Na osnovi rezultata istraživanja sukladno prethodno postavljenim ciljevima mogu se ponuditi preporuke za buduće aktivnosti povezanih sa tehnološkim strategijama financijskog tržišta u cilju povećanja konkurentnosti. Ključne riječi: mobilno bankarstvo, reputacija banaka, kvaliteta usluge mobilnog bankarstva, sigurnost, jednostavnost, dostupnost usluge mobilnog bankarstva EXTENDED ABSTRACT The research provides a look at the development of new knowledge of the banking industry, which is based on key determinants of technology role in the financial market of the Republic of Croatia. The key aim is to explore and adequately argue the influence of mobile banking on the reputation of banks in the Republic of Croatia. The purpose of the research is to contribute to the definition of possible areas of implementation of information and communication technologies in mobile banking, which affect the reputation of banks and also to define the aspects of mobile banking (security, ease of use and availability of mobile banking services), which affect the reputation of banks to a large extent. The basic objectives of the research are to empirically establish the correlation between the perceived quality of mobile banking service and bank reputation, and also to empirically determine the way security, ease of use and availability of services affect the perceived quality of mobile banking services. Additional objectives, based on analyze of previous researches, are to identify and explain the key determinants of the quality of mobile banking and bank reputation, to highlight the importance of using advanced information technology in banking and to examine the awareness of Croatian citizens on the security of mobile banking services. The hypotheses have been tested by using multiple modeling methods of complex linear regression. In order to examine the hypothesis, the primary research was carried out using a structured survey questionnaire. The way of communicating with the respondents was via electronic mail. The results of the testing of hypothesis using regression models show that the hypotheses are confirmed. Based on the results of the research in accordance with the previously set objectives, recommendations can be offered for future activities related to the financial market technology strategies and increase of competitiveness. Key words: mobile banking, reputation of banks, quality of mobile banking service, security, ease of use and availability of mobile banking services SADRŽAJ 1 UVOD ................................................................................................................................ 1 Problem istraživanja .................................................................................................... 6 Ciljevi istraživanja ....................................................................................................... 7 Hipoteze istraživanja ................................................................................................... 9 Metode znanstvenog istraživanja ............................................................................... 14 Očekivani znanstveni doprinos .................................................................................. 15 2 KARAKTERISTIKE BANKARSKOG SEKTORA U REPUBLICI HRVATSKOJ ..... 16 Specifičnosti bankarskog sektora u Republici Hrvatskoj .......................................... 16 2.1.1 Vlasnička struktura ............................................................................................. 17 2.1.2 Koncentracija bankarskog tržišta ....................................................................... 20 Strategije izgradnje konkurentske prednosti bankarskog sektora .............................. 37 2.2.1 Strategija niskih troškova kao izvor konkurentske prednosti ............................. 59 2.2.2 Strategija diferencijacije kao izvor konkurentske prednosti .............................. 62 2.2.3 Strategija fokusiranja kao izvor konkurentske prednosti ................................... 66 Važnost reputacije u poslovanju banaka ................................................................... 74 3 REPUTACIJA KAO BITNA ODREDNICA TRŽIŠNOG USPJEHA U BANKARSKOM SEKTORU .................................................................................................. 77 Opće teorije reputacije ............................................................................................... 78 Dosadašnja istraživanja reputacije banaka u Republici Hrvatskoj ............................ 84 Interesno-utjecajne skupine procesa izgradnje reputacije u bankarskom sektoru ..... 89 Izvori korporativne reputacije u bankarskom sektoru ............................................... 91 3.4.1 Financijski čimbenici ......................................................................................... 92 3.4.2 Strateška orijentacija .......................................................................................... 93 3.4.3 Upravljanje ljudskim resursima ......................................................................... 95 3.4.4 Društvena odgovornost .................................................................................... 101 3.4.5 Inovativnost ...................................................................................................... 104 3.4.6 Kvaliteta proizvoda i usluga ............................................................................. 113 4 MOBILNO BANKARSTVO KAO STRATEŠKA ORIJENTACIJA BANAKA ........ 117 Ključne odrednice mobilnog bankarstva ................................................................. 117 Distribucija proizvoda i usluga putem mobilnog bankarstva .................................. 130 Upravljanje odnosima s klijentima kroz mobilno bankarstvo ................................. 137 Model mjerenja kvalitete mobilnog bankarstva ...................................................... 141 4.4.1 Sigurnost usluge ............................................................................................... 142 4.4.2 Jednostavnost korištenja ................................................................................... 149 4.4.3 Dostupnost usluge ............................................................................................ 150 5 EMPRIJSKO ISTRAŽIVANJA POVEZANOSTI KVALITETE MOBILNOG BANKARSTVA I REPUTACIJE BANAKA
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