| Abstract | Budući da je proizvodnja već poprilično automatizirana i više ne zahtjeva puno ljudskoga rada, sve se više ljudi zapošljava u različitim uslužnim djelatnostima. Usluge imaju značajnu ulogu u ekonomiji, pogotovo u ekonomiji razvijenih zemalja gdje čine i do 80 % BDP-a. U Hrvatskoj je tendencija tranzicije prema uslužnom društvu jednaka kao i u razvijenim zemljama, a usluge trenutno daju 69 % BDP-a.
Usluga predstavlja aktivnost koja se sastoji od niza koraka u kojima sudjeluje i klijent sam. Kao najčešće karakteristike usluga navode se njihova neopipljivost, te istovremeno pružanje i konzumiranje. U uslugama postaje sve važnija i informatička tehnologija. zahvaljujući njoj moguće je skratiti procese, pratiti i kontrolirati zaposlenike i klijente.
Da bismo mogli objektivno ocijeniti kvalitetu usluge, važno je znati koja obilježja kvalitete ta usluga mora zadovoljiti. Iako se obilježja razlikuju ovisno o vrsti usluge, znanstvenici izdvajaju nekoliko temeljnih, općih obilježja primjenjivih na svaku uslugu, tj. pet glavnih dimenzija kvalitete – pouzdanost, dobivanje usluge, osiguranje, empatija i opipljivost.
Korisnici uslugu percipiraju kroz njezinu kvalitetu, vrijednost i zadovoljstvo koje izaziva. Zadovoljstvo možemo definirati kao ispunjenje korisnikovih očekivanja, dok kvaliteta predstavlja sud o cjelokupnoj izvrsnosti ili superiornosti usluge. Vrijednost je cjelokupna procjena korisnosti usluge zasnovana na percepciji o tome što je primljeno, a što dano.
Pri izgradnji odnosa s potrošačima najvažniju ulogu igra komunikacija, a da bismo znali komunicirati na način koji će potencijalnim korisnicima naše usluge biti zanimljiv i koristan, moramo dobro poznavati potrebe i želje korisnika, ali i način na koji razmišljaju, žive i kupuju.
Važan dio uslužnog sektora predstavlja i onaj financijski u kojem su se u posljednjih desetak godina dogodile vrlo velike promjene, tj. šokovi uzrokovani društveno-ekonomskim nestabilnostima, ali i tehnološkim, te zakonodavnim promjenama. |
| Abstract (english) | Since the production is more automated and does not require a lot of human labor, more and more people are employed in various service industries. Services play an important role in the economy, especially in the economy of developed countries where they make up 80% of GDP. In Croatia, there is a tendency of transition to a service society, the same as in developed countries, and services currently provide 69% of GDP.
The service is an activity which consists of a series of steps involving the client himself too. The most common characteristics of the service are their intangibility, and at the same time providing and consuming. Information technology is becoming very important for services. thanks to her it is possible to shorten the process, monitor and control employees and customers.
In order to objectively evaluate the quality of services, it is important to know that the quality characteristics of these services must meet. Although features vary depending on the type of service, scientists extracted a few basic, general features applicable to each service. The five main dimensions of quality are reliability, obtaining services, insurance, empathy and tangibility.
The users perceive the service through its quality, value and satisfaction caused. Satisfaction can be defined as the fulfillment of the member's expectations, while the quality represents the overall excellence or superiority services. The value is an overall assessment of the utility services based on perceptions of what is received and what is given.
Communication plays the most important role in building relationships with consumers. It is important to know how potential users of our sevice are thinking, what kind of needs do they have, how they buy etc.
An important part of the services is financial sector which has went throug big changes and shocks caused by social and economic instability, technological and legislative changes in past decade. |
