DIMENSIONS OF SERVICE OFFER, AS AN ASSUMPTION OF BUILDING LONG TERM RELATIONS WITH THE CUSTOMERS OF TELECOMMUNICATION SERVICES

Autori članka: 
Nezir Huseinspahić, Džemal Kulašin, Sadik Bahtić
Godina izdavanja članka: 
2018
Broj u godini: 
2
Apstrak članka: 
DIMENSIONS OF SERVICE OFFER, AS AN ASSUMPTION OF BUILDING LONG TERM RELATIONS WITH THE CUSTOMERS OF TELECOMMUNICATION SERVICES
 
Abstract: The purpose of this paper is expressed in the need to research the significance of individual dimensions of service offers for customers and their influence to readiness to build long-term relations with the company BH Telecom Sarajevo. The subject of the research are dimensions of service offers and their influence to the possibility of building long-term relations and cooperation between service provider and customers, namely inclinations of customers to “get attached” to their telecom provider. The goal of the research is defined in the need to ascertain which sub-dimensions of service offer is the most significant assumption of building long-term relations with customers, starting with the belief that mutual cooperation will be created and that it will ensure values for participants in the service process. The research deepens the comprehension of the influence of dimensions of service offer to the willingness of buyers for building of relations, which is considered to be a key assumption for customer loyalty to the company. Based on the results of research it is possible to conclude that three sub-dimensions of service offer have a direct and positive influence to the dimension of willingness of customers for building relations with the company BH Telecom, which include materialization of offer, followed by the brand and company image, whereas it least depends on the service quality and process of service providing, which refers to the conclusion that the customer perceives in advance satisfactory level of quality and level of provided service. 
 
Keywords: measuring, service offer, AMOS research 
 
 
DIMENZIJE USLUŽNE PONUDE KAO PRETPOSTAVKA GRAĐENJA DUGOROČNIH ODNOSA SA KUPCIMA TELEKOMUNIKACIJSKIH USLUGA
 
Sažetak: Svrha rada je izražena u potrebi da se istraži značaj pojedinih dimenzija uslužne ponude za kupce i njihov uticaj na spremnost za građenje dugoročnih odnosa sa kompanijom BH Telecom Zenica. Predmet istraživanja su dimenzije uslužne ponude i njihov uticaj na mogućnost građenja dugoročnih odnosa i saradnje između pružaoca usluga i kupaca odnosno sklonosti kupaca da se “vežu” za telekom operatera. Cilj istraživanja definisan je potrebom da se utvrdi koje su poddimenzije uslužne ponude najznačajnija pretpostavka građenja dugoročnih odnosa sa kupcima, a polazeći od uvjerenja da će međusobna saradnja kreirati i osigurati vrijednosti za učesnike u uslužnom procesu. Provedeno istraživanje produbljuje spoznaje o uticaju poddimenzija uslužne ponude na spremnost kupaca za građenje odnosa što se smatra ključnom pretpostavkom za lojalnost kupaca prema kompaniji. Na osnovu rezultata istraživanja može se zaključiti da tri poddimenzije uslužne ponude imaju direktan i pozitivan uticaj na spremnost kupaca za građenje odnosa sa kompanijom, a to su: materijalizacije ponude slijede marka i imidž te raspoloživost usluga kompanije BH Telekom Zenica, dok je najmanji uticaj kvaliteta usluga i procesa pružanja usluga, što upućuje na zaključak da kupac unaprijed percipira zadovoljavajući nivo kvaliteta i nivo pružene usluge. 
 
Ključne riječi: mjerenje, uslužna ponuda, AMOS istraživanje