Survey of Satisfaction of Individual Users with Banking Services. Survey of Banking Services in Developed Countries and Possibilities of Improvement in Serbia

      Аннотация: Modern ways of doing business in the market, as well as new customer requirements, impose an obligation on banks to adapt traditional banking according to new customer requirements. The existence of a large number of banks, ie market competition, forces banks to provide a larger number of services to customers at affordable prices. It is known that banks in the past did not have the need to examine the needs and desires of users, but in recent times the situation has changed, so banks are now listening to the needs of users and thus become more accessible to customers. In addition to electronic banking, which has expanded in the last ten years, and thanks to that a large number of services are performed, users are able to perform a large number of financial services even via mobile phones - from checking account balances, paying bills up to applying for a loan. Banks have improved and modernized their operations thanks to information technologies.

Ключевые слова: behavior of banking users, measuring the satisfaction of banking users, SERVQUAL model, motivational research, Serbia and developed countries