MEASUREMENT OF ETHICS IN BUSINESS CONDUCT OF BANKS: DOUBLE APPROACH

Article author: 
Zumreta Galijašević,Bogdana Vujnović- Gligorić, Tijana Šoja
Year the article was released: 
2018
Edition in this Year: 
1
Article abstract: 
MEASUREMENT OF ETHICS IN BUSINESS CONDUCT OF BANKS: DOUBLE APPROACH
 
Abstract: The ethics in bank’s business is a combination of policies and practices that can be used to satisfy the interests of different stakeholders. The paper analyzes the banks’ business ethics in Bosnia and Herzegovina by identifying the level of trust between clients and banks. For the purpose, we used a dual approach measuring the application of general bank’s ethics principles, principles of respect for human rights, sales and principles of using and sharing information. The aim of the paper is to examine and evaluate the application of the principle of bank’s business ethics and to compare the attitudes of different groups of respondents. We begins with the hypothesis that there are no significant differences in the attitudes of clients and bank employees on the application of the banking ethics principles in establishing and maintaining business relationships with clients. For the purpose and using structured questionnaire, we conducted primary research on two samples of respondents, clients and employees. The collected data were tested using a two-tailed ‘z-score’ test. The results indicate the significant statistical differences in the attitudes of testing two normally distributed samples. Promotion of business ethics in order to align client and employee r equirements in B&H banks is recommended for two levels of capacity development: the development a system for generating initial ideas by sales staff capable to recognize client needs and improving the cRM system in B&H banks.
Key words: business ethics, principles of ethics, banks, clients, employees.
 
 
MJERENJE ETIČNOSTI U POSLOVNOM PONAŠANJU BANAKA: DVOJNI PRISTUP
 
Apstrakt: Etičnost u poslovnom ponašanju banaka predstavja kombinaciju politika i praksi kojima se mogu zadovoljiti interesi različitih stakeholdera. Rad proučava poslovnu etiku banaka u Bosni i Hercegovini kroz utvrđivanje razine povjerenja između klijenata i banaka. U ovu svrhu je korišten dvojni pristup mjerenja primjene opštih principa poslovne etike, principa poštovanja ljudskih prava, prodajnih i principa korištenja i dijeljenja informacija. Cilj rada je istražiti i ocijeniti primjenu principa etičnosti u poslovnom ponašanju banaka, te komparirati stavove različitih grupa ispitanika. Polazi se od hipoteze da ne postoje značajna odstupanja u stavovima klijenata i zaposlenika banaka o primjeni principa bankarske etike pri uspostavljanju i održavanju poslovnog odnosa sa klijentima. Za potrebe rada i primjenom struktuiranog upitnika, provedeno je primarno istraživanje na dva uzorka ispitanika, klijenata i zaposlenika. Prikupljeni podaci su testirani primjenom dvosmjernog statističkog ‘z-score’ testa. Rezultati upućuju na postojanje značajnih statističkih razlika u stavovima ispitanika iz dva testirana uzorka normalne distribucije. Unapređenje poslovne etike u svrhu usklađivanja zahtjeva klijenata i zaposlenika u BH bankama preporučuje se na dva nivoa razvoja kapaciteta: razvoja sistema generiranja inicijanih ideja od strane prodajnog osoblja koje je sposobno prepoznati potrebe klijenata, te unapređenje sistema CRM u BH bankama.
Ključne riječi: poslovna etika, principi etičnosti, banke, klijenti, zaposlenici.