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s24 \lang3098 \langnp3098 \langfe1033 \langfenp1033 {\fs24 \lang2074 \langnp2074
\langfe1033 \langfenp1033 \par }\pard \plain \li0 \ri0 \widctlpar \aspalpha \as
ngfenp1033 {\fs24 \lang2074 \langnp2074 \langfe1033 \langfenp1033 \par }\pard \p
lain \li0 \ri0 \widctlpar \aspalpha \aspnum \adjustright \lin0 \rin0 \itap0 \fs2
4 \lang3098 \langnp3098 \langfe1033 \langfenp1033 {\fs24 \lang2074 \langnp2074 \
langfe1033 \langfenp1033 \par }\pard \plain \li0 \ri0 \widctlpar \aspalpha \aspn
um \adjustright \lin0 \rin0 \itap0 \fs24 \lang3098 \langnp3098 \langfe1033 \lang
fenp1033 {\fs24 \lang2074 \langnp2074 \langfe1033 \langfenp1033 \par }\pard \pla
in \li0 \ri0 \widctlpar \aspalpha \aspnum \adjustright \lin0 \rin0 \itap0 \fs24
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\adjustright \lin0 \rin0 \itap0 \fs24 \lang3098 \langnp3098 \langfe1033 \langfe
np1033 {\fs24 \lang2074 \langnp2074 \langfe1033 \langfenp1033 \par }\pard \plain
\qc \li0 \ri0 \widctlpar \aspalpha \aspnum \adjustright \lin0 \rin0 \itap0 \fs2
4 \lang3098 \langnp3098 \langfe1033 \langfenp1033 {\fs32 \dbch \af0 \hich \af7 \
loch \f7 \lang2074 \langnp2074 \langfe1033 \langfenp1033 \par }\pard \plain \qc
\f7 \lang2074 \langnp2074 \langfe1033 \langfenp1033 \par }\pard \plain \qc \li0
\ri0 \widctlpar \aspalpha \aspnum \adjustright \lin0 \rin0 \itap0 \fs24 \lang309
8 \langnp3098 \langfe1033 \langfenp1033 {\fs32 \dbch \af0 \hich \af7 \loch \f7 \
lang2074 \langnp2074 \langfe1033 \langfenp1033 Sadr\uc1 \u382 ?aj :}{\fs32 \dbch
\af0 \hich \af7 \loch \f7 \lang2074 \langnp2074 \langfe1033 \langfenp1033 \par
}\pard \plain \qc \li0 \ri0 \widctlpar \aspalpha \aspnum \adjustright \lin0 \rin
0 \itap0 \fs24 \lang3098 \langnp3098 \langfe1033 \langfenp1033 {\fs32 \dbch \af0
\hich \af7 \loch \f7 \lang2074 \langnp2074 \langfe1033 \langfenp1033 \par }\par
d \plain \qc \li0 \ri0 \sl360 \slmult1 \widctlpar \aspalpha \aspnum \adjustright
\lin0 \rin0 \itap0 \fs24 \lang3098 \langnp3098 \langfe1033 \langfenp1033 {\fs32
\dbch \af0 \hich \af7 \loch \f7 \lang2074 \langnp2074 \langfe1033 \langfenp1033
\par }\pard \plain \fi-360 \li720 \ri0 \sl360 \slmult1 \widctlpar \aspalpha \as
pnum \adjustright \lin720 \rin0 \jclisttab \tx720 \itap0 \ls1 \fs24 \lang3098 \l
angnp3098 \langfe1033 \langfenp1033 {\listtext \pard \plain \fs24 \lang3098 \lan
gnp3098 \langfe1033 \langfenp1033 \f1 1.\tab }{\b1 \fs28 \dbch \af0 \hich \af7 \
loch \f7 \lang2074 \langnp2074 \langfe1033 \langfenp1033 Uvod----------------------------------------------------------------------------3}{\b1 \fs28 \dbch \af
0 \hich \af7 \loch \f7 \lang2074 \langnp2074 \langfe1033 \langfenp1033 \par }\pa
rd \plain \fi-360 \li720 \ri0 \sl360 \slmult1 \widctlpar \aspalpha \aspnum \adju
stright \lin720 \rin0 \jclisttab \tx720 \itap0 \ls1 \fs24 \lang3098 \langnp3098
\langfe1033 \langfenp1033 {\listtext \pard \plain \fs24 \lang3098 \langnp3098 \l
angfe1033 \langfenp1033 \f1 2.\tab }{\b1 \fs28 \dbch \af0 \hich \af7 \loch \f7 \
lang2074 \langnp2074 \langfe1033 \langfenp1033 Definisanje i zna\uc1 \u269 ?aj k
valiteta usluge----------------------------------4}{\b1 \fs28 \dbch \af0 \hich \
af7 \loch \f7 \lang2058 \langnp2058 \langfe1033 \langfenp1033 \par }\pard \plain
\fi-360 \li720 \ri0 \sl360 \slmult1 \widctlpar \aspalpha \aspnum \adjustright \
lin720 \rin0 \jclisttab \tx720 \itap0 \ls1 \fs24 \lang3098 \langnp3098 \langfe10
33 \langfenp1033 {\listtext \pard \plain \fs24 \lang3098 \langnp3098 \langfe1033
\langfenp1033 \f1 3.\tab }{\b1 \fs28 \dbch \af0 \hich \af7 \loch \f7 \lang2074
\langnp2074 \langfe1033 \langfenp1033 Izgradnja odnosa sa potro\uc1 \u353 ?a\uc1
\u269 ?em--------------------------------------7}{\b1 \fs28 \dbch \af0 \hich \a
f7 \loch \f7 \lang2058 \langnp2058 \langfe1033 \langfenp1033 \par }\pard \plain
\fi-360 \li720 \ri0 \sl360 \slmult1 \widctlpar \aspalpha \aspnum \adjustright \l
in720 \rin0 \jclisttab \tx720 \itap0 \ls1 \fs24 \lang3098 \langnp3098 \langfe103
\langfenp1033 \f1 4.\tab }{\b1 \fs28 \dbch \af0 \hich \af7 \loch \f7 \lang2058 \
langnp2058 \langfe1033 \langfenp1033 Primer uticaja na kreiranje usluge------------------------------------10}{\b1 \fs28 \dbch \af0 \hich \af7 \loch \f7 \lang2
058 \langnp2058 \langfe1033 \langfenp1033 \par }\pard \plain \qj \fi-360 \li720
\ri0 \sl360 \slmult1 \widctlpar \keepn1 \aspalpha \aspnum \adjustright \lin720 \
rin0 \jclisttab \tx720 \itap0 \ls1 \fs24 \lang3098 \langnp3098 \langfe1033 \lang
fenp1033 {\listtext \pard \plain \fs24 \lang3098 \langnp3098 \langfe1033 \langfe
np1033 \f1 5.\tab }{\b1 \fs28 \dbch \af0 \hich \af7 \loch \f7 \lang3098 \langnp3
098 \langfe1033 \langfenp1033 Kvalitet bankarske usluge}{\b1 \fs28 \dbch \af0 \h
ich \af7 \loch \f7 \lang2074 \langnp2074 \langfe1033 \langfenp1033 -----------------------------------------------11}{\b1 \fs28 \dbch \af0 \hich \af7 \loch \f7
\lang2074 \langnp2074 \langfe1033 \langfenp1033 \par }\pard \plain \fi-360 \li7
20 \ri0 \sl360 \slmult1 \widctlpar \aspalpha \aspnum \adjustright \lin720 \rin0
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033 {\listtext \pard \plain \fs24 \lang3098 \langnp3098 \langfe1033 \langfenp103
3 \f1 6.\tab }{\b1 \fs28 \dbch \af0 \hich \af7 \loch \f7 \lang2074 \langnp2074 \
langfe1033 \langfenp1033 Zaklju\uc1 \u269 ?ak----------------------------------------------------------------------13}{\b1 \fs28 \dbch \af0 \hich \af7 \loch \f
7 \lang2074 \langnp2074 \langfe1033 \langfenp1033 \par }\pard \plain \fi-360 \li
720 \ri0 \sl360 \slmult1 \widctlpar \aspalpha \aspnum \adjustright \lin720 \rin0
\jclisttab \tx720 \itap0 \ls1 \fs24 \lang3098 \langnp3098 \langfe1033 \langfenp
33 \f1 7.\tab }{\b1 \fs28 \dbch \af0 \hich \af7 \loch \f7 \lang2074 \langnp2074
\langfe1033 \langfenp1033 Literatura----------------------------------------------------------------------14}{\b1 \fs32 \dbch \af0 \hich \af7 \loch \f7 \lang20
74 \langnp2074 \langfe1033 \langfenp1033 \par }\pard \plain \li0 \ri0 \sl360 \sl
mult1 \widctlpar \aspalpha \aspnum \adjustright \lin0 \rin0 \itap0 \fs24 \lang30
98 \langnp3098 \langfe1033 \langfenp1033 {\b1 \fs24 \lang2074 \langnp2074 \langf
e1033 \langfenp1033 \par }\pard \plain \li0 \ri0 \widctlpar \aspalpha \aspnum \a
033 {\fs24 \lang2074 \langnp2074 \langfe1033 \langfenp1033
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3 \langfenp1033 \par }\pard \plain \li0 \ri0 \widctlpar \aspalpha \aspnum \adjus
tright \lin0 \rin0 \itap0 \fs24 \lang3098 \langnp3098 \langfe1033 \langfenp1033
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ight \lin0 \rin0 \itap0 \fs24 \lang3098 \langnp3098 \langfe1033 \langfenp1033 {\
fs24 \lang2074 \langnp2074 \langfe1033 \langfenp1033 \par }\pard \plain \li0 \ri
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idctlpar \aspalpha \aspnum \adjustright \lin0 \rin0 \itap0 \fs24 \lang3098 \lang
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enp1033 \par }\pard \plain \li0 \ri0 \widctlpar \aspalpha \aspnum \adjustright \
lin0 \rin0 \itap0 \fs24 \lang3098 \langnp3098 \langfe1033 \langfenp1033 {\fs24 \
lang2074 \langnp2074 \langfe1033 \langfenp1033 \par }\pard \plain \li0 \ri0 \wid
ctlpar \aspalpha \aspnum \adjustright \lin0 \rin0 \itap0 \fs24 \lang3098 \langnp
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p1033 \par }\pard \plain \li0 \ri0 \widctlpar \aspalpha \aspnum \adjustright \li
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\par }\pard \plain \li0 \ri0 \widctlpar \aspalpha \aspnum \adjustright \lin0 \ri
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ar }\pard \plain \li0 \ri0 \widctlpar \aspalpha \aspnum \adjustright \lin0 \rin0
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itap0 \fs24 \lang3098 \langnp3098 \langfe1033 \langfenp1033 {\fs24 \lang2074 \la
ngnp2074 \langfe1033 \langfenp1033 \par }\pard \plain \li0 \ri0 \widctlpar \aspa
1033 \langfenp1033 {\fs24 \lang2074 \langnp2074 \langfe1033 \langfenp1033 \par }
\pard \plain \li0 \ri0 \widctlpar \aspalpha \aspnum \adjustright \lin0 \rin0 \it
ap0 \fs24 \lang3098 \langnp3098 \langfe1033 \langfenp1033 {\fs24 \lang2074 \lang
np2074 \langfe1033 \langfenp1033 \par }\pard \plain \li0 \ri0 \widctlpar \aspalp
33 \langfenp1033 {\fs24 \lang2074 \langnp2074 \langfe1033 \langfenp1033 \par }\p
ard \plain \li0 \ri0 \widctlpar \aspalpha \aspnum \adjustright \lin0 \rin0 \itap
0 \fs24 \lang3098 \langnp3098 \langfe1033 \langfenp1033 {\fs24 \lang2074 \langnp
2074 \langfe1033 \langfenp1033
}{\b1 \fs32 \dbch \af0 \hich \af7 \loch \f7 \lang2074 \langnp
2074 \langfe1033 \langfenp1033 Uvod}{\b1 \fs32 \dbch \af0 \hich \af7 \loch \f7 \
lang2074 \langnp2074 \langfe1033 \langfenp1033 \par }\pard \plain \li0 \ri0 \wid
3098 \langfe1033 \langfenp1033 {\fs24 \lang2074 \langnp2074 \langfe1033 \langfen
p1033 \par }\pard \plain \li0 \ri0 \widctlpar \aspalpha \aspnum \adjustright \li
n0 \rin0 \itap0 \fs24 \lang3098 \langnp3098 \langfe1033 \langfenp1033 {\fs24 \la
ng2074 \langnp2074 \langfe1033 \langfenp1033 \par }\pard \plain \s1 \qj \li0 \ri
0 \sb240 \sa60 \widctlpar \keepn1 \aspalpha \aspnum \adjustright \lin0 \rin0 \it
ap0 \outlinelevel0 \b1 \fs32 \kerning32 \dbch \af0 \hich \af7 \loch \af7 \lang10
31 \langnp1031 \langfe1033 \langfenp1033 {\b0 \fs24 \kerning32 \dbch \af0 \hich
\af7 \loch \f7 \lang2074 \langnp2074 \langfe1033 \langfenp1033 \par }\pard \plai
n \s1 \qj \li0 \ri0 \sb240 \sa60 \widctlpar \keepn1 \aspalpha \aspnum \adjustrig
ht \lin0 \rin0 \itap0 \outlinelevel0 \b1 \fs32 \kerning32 \dbch \af0 \hich \af7
\loch \af7 \lang1031 \langnp1031 \langfe1033 \langfenp1033 {\b0 \fs20 \kerning32
Zadatak narednih stranica bi\uc1 \u263 ?e predo\uc1 \u269 ?avanje najva\uc1
\u382 ?nijih faktora koji mogu da daju odgovor na pitanja: \uc1 \u353 ?ta je to
usluga, na koji na\uc1 \u269 ?in se stvara i ko procenjuje njenu uspe\uc1 \u353
?nu realizaciju.}{\b0 \fs20 \kerning32 \dbch \af0 \hich \af7 \loch \f7 \lang2074
ngfe1033 \langfenp1033 {\fs20 \dbch \af0 \hich \af7 \loch \f7 \lang2074 \langnp2
074 \langfe1033 \langfenp1033 \par }\pard \plain \li0 \ri0 \widctlpar \aspalpha
\langfenp1033 {\fs20 \dbch \af0 \hich \af7 \loch \f7 \lang2074 \langnp2074 \lang
fe1033 \langfenp1033 Usluga predstavlja proizvod uslu\uc1 \u382 ?nih organizacij
a. Ona je relativno neopipljiva i odnosu na konkretan proizvod razli\uc1 \u269 ?
ita, te je i sam pristup problematici-druga\uc1 \u269 ?iji.}{\fs20 \dbch \af0 \h
ich \af7 \loch \f7 \lang2074 \langnp2074 \langfe1033 \langfenp1033 \par }\pard \
plain \li0 \ri0 \widctlpar \aspalpha \aspnum \adjustright \lin0 \rin0 \itap0 \fs
24 \lang3098 \langnp3098 \langfe1033 \langfenp1033 {\fs20 \dbch \af0 \hich \af7
\loch \f7 \lang2074 \langnp2074 \langfe1033 \langfenp1033 \par }\pard \plain \li
0 \ri0 \widctlpar \aspalpha \aspnum \adjustright \lin0 \rin0 \itap0 \fs24 \lang3
098 \langnp3098 \langfe1033 \langfenp1033 {\fs20 \dbch \af0 \hich \af7 \loch \f7
\lang2074 \langnp2074 \langfe1033 \langfenp1033 Ali da li je to u potpunosti ta
\uc1 \u269 ?no rad \uc1 \u263 ?e poku\uc1 \u353 ?ati da objasni. }{\fs20 \dbch \
af0 \hich \af7 \loch \f7 \lang2074 \langnp2074 \langfe1033 \langfenp1033 \par }\
pard \plain \qj \li0 \ri0 \widctlpar \aspalpha \aspnum \adjustright \lin0 \rin0
\itap0 \fs24 \lang3098 \langnp3098 \langfe1033 \langfenp1033 {\fs20 \dbch \af0 \
hich \af7 \loch \f7 \lang2074 \langnp2074 \langfe1033 \langfenp1033 Kada se budu
uporedili i nazna\uc1 \u269 ?ili faktori od kojih usluga zavisi, bi\uc1 \u263 ?
e uo\uc1 \u269 ?ljivo koliko sama konstatacija neopipljivosti ipak nije u potpun
osti precizna, jer i samu uslugu odre\uc1 \u273 ?uju mnogi zahtevi kojima mo\uc1
\u382 ?emo pristupiti sa pozicija konkretnog.}{\fs20 \dbch \af0 \hich \af7 \loc
h \f7 \lang2074 \langnp2074 \langfe1033 \langfenp1033 \par }\pard \plain \qj \li
\lang2074 \langnp2074 \langfe1033 \langfenp1033 }{\fs20 \dbch \af0 \hich \af7
\loch \f7 \lang2074 \langnp2074 \langfe1033 \langfenp1033 \par }\pard \plain \q
j \li0 \ri0 \widctlpar \aspalpha \aspnum \adjustright \lin0 \rin0 \itap0 \fs24 \
lang3098 \langnp3098 \langfe1033 \langfenp1033 {\fs20 \dbch \af0 \hich \af7 \loc
h \f7 \lang2074 \langnp2074 \langfe1033 \langfenp1033 Iz tog razloga rad \uc1 \u
263 ?e obuhvatati faktore koji se odnose na kvalitetno poslovanje finansijske in
stitucije koje bi trebalo da rezultira i kvalitetnom uslugom.}{\fs20 \dbch \af0
\hich \af7 \loch \f7 \lang2074 \langnp2074 \langfe1033 \langfenp1033 \par }\pard
\plain \qj \li0 \ri0 \widctlpar \aspalpha \aspnum \adjustright \lin0 \rin0 \ita
p0 \fs24 \lang3098 \langnp3098 \langfe1033 \langfenp1033 {\fs20 \dbch \af0 \hich
\af7 \loch \f7 \lang2074 \langnp2074 \langfe1033 \langfenp1033 Banka, ali i sva
ka druga uslu\uc1 \u382 ?na kompanija, mora da ispo\uc1 \u353 ?tuje svoje klijen
te nude\uc1 \u263 ?i mu satisfakciju u vidu dobro osmi\uc1 \u353 ?ljene, uspe\uc
1 \u353 ?no i kreativno realizovane i odgovaraju\uc1 \u263 ?e usluge, te je prve
nstveno kvalitet ono uslugu i odre\uc1 \u273 ?uje.}{\fs20 \dbch \af0 \hich \af7
\loch \f7 \lang2074 \langnp2074 \langfe1033 \langfenp1033 \par }\pard \plain \qj
\li0 \ri0 \widctlpar \aspalpha \aspnum \adjustright \lin0 \rin0 \itap0 \fs24 \l
ang3098 \langnp3098 \langfe1033 \langfenp1033 {\fs20 \dbch \af0 \hich \af7 \loch
\f7 \lang2074 \langnp2074 \langfe1033 \langfenp1033 Iza svake kvalitetne usluge
staja\uc1 \u263 ?e kvalitetni uslu\uc1 \u382 ?ni kontakt edukovanih \uc1 \u8217
?prezentera\uc1 \u8217 ? usluga, dobro percipiran uslu\uc1 \u382 ?ni ambijent,
kvalitetan menad\uc1 \u382 ?ment koji je spreman da izlazi u susret zahtevima po
tro\uc1 \u353 ?a\uc1 \u269 ?a-a znamo koliko je to te\uc1 \u353 ?ko.}{\fs20 \dbc
h \af0 \hich \af7 \loch \f7 \lang2074 \langnp2074 \langfe1033 \langfenp1033 \par
}\pard \plain \qj \li0 \ri0 \widctlpar \aspalpha \aspnum \adjustright \lin0 \ri
n0 \itap0 \fs24 \lang3098 \langnp3098 \langfe1033 \langfenp1033 {\fs20 \dbch \af
0 \hich \af7 \loch \f7 \lang2074 \langnp2074 \langfe1033 \langfenp1033 Opstanak}
{\fs20 \dbch \af0 \hich \af7 \loch \f7 \lang3098 \langnp3098 \langfe1033 \langfe
np1033 na konkuretnskom tr\uc1 \u382 ?i\uc1 \u353 ?tu}{\fs20 \dbch \af0 \hich \
af7 \loch \f7 \lang2074 \langnp2074 \langfe1033 \langfenp1033 zahteva\uc1 \u263
?e}{\fs20 \dbch \af0 \hich \af7 \loch \f7 \lang3098 \langnp3098 \langfe1033 \la
ngfenp1033 uslugu koja je na neki na\uc1 \u269 ?in superiornija u odnosu na nje
ne konkurente}{\fs20 \dbch \af0 \hich \af7 \loch \f7 \lang2074 \langnp2074 \lang
fe1033 \langfenp1033 ali i odr\uc1 \u382 ?avanje prednosti}{\fs20 \dbch \af0 \h
ich \af7 \loch \f7 \lang3098 \langnp3098 \langfe1033 \langfenp1033 }{\fs20 \dbc
h \af0 \hich \af7 \loch \f7 \lang2074 \langnp2074 \langfe1033 \langfenp1033 u na
rednim periodima}{\fs20 \dbch \af0 \hich \af7 \loch \f7 \lang3098 \langnp3098 \l
angfe1033 \langfenp1033 . Ovaj koncept obezbe\uc1 \u273 ?ivanja superiorne uslug
e, ve\uc1 \u263 ? du\uc1 \u382 ?i vremenski period, naziva se odr\uc1 \u382 ?ivo
m konkurentskom predno\uc1 \u353 ?\uc1 \u263 ?u. Usled jedinstvenih karakteristi
ka bankarske usluge, ostvarivanje i odr\uc1 \u382 ?avanje odr\uc1 \u382 ?ive kon
kurentske prednosti, predstavlja veoma izazovan zadatak}{\fs20 \dbch \af0 \hich
\af7 \loch \f7 \lang2074 \langnp2074 \langfe1033 \langfenp1033 .}{\fs20 \dbch \a
f0 \hich \af7 \loch \f7 \lang2074 \langnp2074 \langfe1033 \langfenp1033 \par }\p
ard \plain \qj \li0 \ri0 \widctlpar \aspalpha \aspnum \adjustright \lin0 \rin0 \
itap0 \fs24 \lang3098 \langnp3098 \langfe1033 \langfenp1033 {\fs20 \dbch \af0 \h
ich \af7 \loch \f7 \lang2074 \langnp2074 \langfe1033 \langfenp1033 U radu se kro
z temu provla\uc1 \u269 ?i Vojvo\uc1 \u273 ?anska banka kao konkretan predstavni
k bankarskog sektora, ali se obja\uc1 \u353 ?njenja odnose gotovo na celokupan b

ankarski sektor, jer je ponuda usluga i pristup potro\uc1 \u353 ?a\uc1 \u269 ?im
a u dana\uc1 \u353 ?njem svetu savremenog poslovanja prili\uc1 \u269 ?no ujedna\
uc1 \u269 ?ena i svako se trudi da ide u korak s vremenom.}{\fs20 \dbch \af0 \hi
ch \af7 \loch \f7 \lang2074 \langnp2074 \langfe1033 \langfenp1033 \par }\pard \p
lain \qj \li0 \ri0 \widctlpar \aspalpha \aspnum \adjustright \lin0 \rin0 \itap0
\fs24 \lang3098 \langnp3098 \langfe1033 \langfenp1033 {\fs20 \dbch \af0 \hich \a
\qj \li0 \ri0 \widctlpar \aspalpha \aspnum \adjustright \lin0 \rin0 \itap0 \fs24
\lang3098 \langnp3098 \langfe1033 \langfenp1033 {\fs20 \dbch \af0 \hich \af7 \l
och \f7 \lang2074 \langnp2074 \langfe1033 \langfenp1033 Zbog toga ovaj rad preds
tavlja sa\uc1 \u382 ?eto podse\uc1 \u263 ?anje na ono \uc1 \u353 ?to usluga jest
e i od \uc1 \u269 ?ega ili od koga zavisi.}{\fs20 \dbch \af0 \hich \af7 \loch \f
7 \lang2074 \langnp2074 \langfe1033 \langfenp1033 \par }\pard \plain \qj \li0 \r
\langnp3098 \langfe1033 \langfenp1033 {\b1 \fs20 \dbch \af0 \hich \af7 \loch \f7
\lang2074 \langnp2074 \langfe1033 \langfenp1033 \par }\pard \plain \qj \li0 \ri
langnp3098 \langfe1033 \langfenp1033 {\b1 \fs20 \dbch \af0 \hich \af7 \loch \f7
\lang2074 \langnp2074 \langfe1033 \langfenp1033 \par }\pard \plain \qj \li0 \ri0
\widctlpar \aspalpha \aspnum \adjustright \lin0 \rin0 \itap0 \fs24 \lang3098 \l
angnp3098 \langfe1033 \langfenp1033 {\b1 \fs20 \dbch \af0 \hich \af7 \loch \f7 \
lang2074 \langnp2074 \langfe1033 \langfenp1033 \par }\pard \plain \qj \li0 \ri0
ngnp3098 \langfe1033 \langfenp1033 {\b1 \fs20 \dbch \af0 \hich \af7 \loch \f7 \l
ang2074 \langnp2074 \langfe1033 \langfenp1033 }{\b1 \fs20 \dbch \af0 \hich \af
s1 \qj \li0 \ri0 \sb240 \sa60 \widctlpar \keepn1 \aspalpha \aspnum \adjustright
\lin0 \rin0 \itap0 \outlinelevel0 \b1 \fs32 \kerning32 \dbch \af0 \hich \af7 \lo
ch \af7 \lang1031 \langnp1031 \langfe1033 \langfenp1033 {\b1 \fs20 \kerning32 \d
bch \af0 \hich \af7 \loch \f7 \lang2074 \langnp2074 \langfe1033 \langfenp1033 \p
\itap0 \fs24 \lang3098 \langnp3098 \langfe1033 \langfenp1033 {\fs20 \dbch \af0
\plain \li0 \ri0 \widctlpar \aspalpha \aspnum \adjustright \lin0 \rin0 \itap0 \
fs24 \lang3098 \langnp3098 \langfe1033 \langfenp1033 {\fs20 \dbch \af0 \hich \af
g3098 \langnp3098 \langfe1033 \langfenp1033 {\b1 \fs20 \kerning32 \dbch \af0 \hi
4 \lang3098 \langnp3098 \langfe1033 \langfenp1033 {\b1 \fs20 \kerning32 \dbch \a
ard \plain \li0 \ri0 \widctlpar \aspalpha \aspnum \adjustright \lin0 \rin0 \itap
0 \fs24 \lang3098 \langnp3098 \langfe1033 \langfenp1033 {\b1 \fs20 \kerning32 \d
\itap0 \fs24 \lang3098 \langnp3098 \langfe1033 \langfenp1033 {\b1 \fs20 \kernin
g32 \dbch \af0 \hich \af7 \loch \f7 \lang2074 \langnp2074 \langfe1033 \langfenp1
\rin0 \itap0 \fs24 \lang3098 \langnp3098 \langfe1033 \langfenp1033 {\fs20 \dbch
}\pard \plain \li0 \ri0 \widctlpar \aspalpha \aspnum \adjustright \lin0 \rin0 \i
tap0 \fs24 \lang3098 \langnp3098 \langfe1033 \langfenp1033 {\fs20 \dbch \af0 \hi
loch \f7 \lang2074 \langnp2074 \langfe1033 \langfenp1033 \par }\pard \plain \s1
\qj \li0 \ri0 \sb240 \sa60 \widctlpar \keepn1 \aspalpha \aspnum \adjustright \li
n0 \rin0 \itap0 \outlinelevel0 \b1 \fs32 \kerning32 \dbch \af0 \hich \af7 \loch
\af7 \lang1031 \langnp1031 \langfe1033 \langfenp1033 {\b1 \fs20 \kerning32 \dbch

tap0 \fs24 \lang3098 \langnp3098 \langfe1033 \langfenp1033 {\fs24 \lang2074 \lan
gnp2074 \langfe1033 \langfenp1033 \par }\pard \plain \li0 \ri0 \widctlpar \aspal
033 \langfenp1033 {\fs24 \lang2074 \langnp2074 \langfe1033 \langfenp1033 \par }\
pard \plain \s1 \qj \li0 \ri0 \sb240 \sa60 \widctlpar \keepn1 \aspalpha \aspnum
\adjustright \lin0 \rin0 \itap0 \outlinelevel0 \b1 \fs32 \kerning32 \dbch \af0 \
hich \af7 \loch \af7 \lang1031 \langnp1031 \langfe1033 \langfenp1033 {\b1 \fs24
\kerning32 \dbch \af0 \hich \af7 \loch \f7 \lang2074 \langnp2074 \langfe1033 \la
ngfenp1033 Definisanje i zna\uc1 \u269 ?aj kvaliteta usluge}{\b1 \fs24 \kernin
g32 \dbch \af0 \hich \af7 \loch \f7 \lang2074 \langnp2074 \langfe1033 \langfenp1
\rin0 \itap0 \fs24 \lang3098 \langnp3098 \langfe1033 \langfenp1033 {\fs24 \lang
2074 \langnp2074 \langfe1033 \langfenp1033 \par }\pard \plain \qj \li0 \ri0 \wid
3098 \langfe1033 \langfenp1033 {\fs20 \dbch \af0 \hich \af7 \loch \f7 \lang2074
\langnp2074 \langfe1033 \langfenp1033 Da bi se odr\uc1 \u382 ?ala konkurentska p
rednost jedne kompanije neophodno je da poseduje, pre svega, dobar proizvod. Usl
uga na neki na\uc1 \u269 ?in predstavlja proizvod uslu\uc1 \u382 ?ne firme i usm
erenost ka kvalitetu usluge od presudnog je zna\uc1 \u269 ?aja da bi uspe\uc1 \u
353 ?no poslovala.}{\fs20 \dbch \af0 \hich \af7 \loch \f7 \lang2074 \langnp2074
fe1033 \langfenp1033 \line }{\fs20 \dbch \af0 \hich \af7 \loch \f7 \lang2074 \la
ngnp2074 \langfe1033 \langfenp1033 Neke od najva\uc1 \u382 ?nijih definicija kva
liteta jesu da je kvalitet:}{\fs20 \dbch \af0 \hich \af7 \loch \f7 \lang2074 \la
ngnp2074 \langfe1033 \langfenp1033 \par }\pard \plain \qj \fi-466 \li826 \ri0 \w
idctlpar \aspalpha \aspnum \adjustright \lin826 \rin0 \jclisttab \tx813 \itap0 \
ls2 \fs24 \lang3098 \langnp3098 \langfe1033 \langfenp1033 {\listtext \pard \plai
n \fs24 \lang3098 \langnp3098 \langfe1033 \langfenp1033 \f2 \'d7\'00\tab }{\fs20
poklapanje sa specifikacijama}{\fs20 \dbch \af0 \hich \af7 \loch \f7 \lang2074
\langnp2074 \langfe1033 \langfenp1033 \par }\pard \plain \qj \fi-466 \li826 \ri0
\widctlpar \aspalpha \aspnum \adjustright \lin826 \rin0 \jclisttab \tx813 \itap
0 \ls2 \fs24 \lang3098 \langnp3098 \langfe1033 \langfenp1033 {\listtext \pard \p
lain \fs24 \lang3098 \langnp3098 \langfe1033 \langfenp1033 \f2 \'d7\'00\tab }{\f
033 stepen zadovoljenja potreba potro\uc1 \u353 ?a\uc1 \u269 ?a}{\fs20 \dbch \af
rd \plain \qj \fi-466 \li826 \ri0 \widctlpar \aspalpha \aspnum \adjustright \lin
826 \rin0 \jclisttab \tx813 \itap0 \ls2 \fs24 \lang3098 \langnp3098 \langfe1033
\langfenp1033 {\listtext \pard \plain \fs24 \lang3098 \langnp3098 \langfe1033 \l
angfenp1033 \f2 \'d7\'00\tab }{\fs20 \dbch \af0 \hich \af7 \loch \f7 \lang2074 \
langnp2074 \langfe1033 \langfenp1033 cena i vrednost koje su privla\uc1 \u269 ?
ne potro\uc1 \u353 ?a\uc1 \u269 ?u}{\fs20 \dbch \af0 \hich \af7 \loch \f7 \lang2
\ri0 \widctlpar \aspalpha \aspnum \adjustright \lin826 \rin0 \jclisttab \tx813 \
itap0 \ls2 \fs24 \lang3098 \langnp3098 \langfe1033 \langfenp1033 {\listtext \par
d \plain \fs24 \lang3098 \langnp3098 \langfe1033 \langfenp1033 \f2 \'d7\'00\tab
}{\fs20 \dbch \af0 \hich \af7 \loch \f7 \lang2074 \langnp2074 \langfe1033 \langf
enp1033 sposobnost kori\uc1 \u353 ?\uc1 \u263 ?enja\uc1 \u8230 ?}{\fs20 \dbch \
\plain \qj \li0 \ri0 \widctlpar \aspalpha \aspnum \adjustright \lin0 \rin0 \itap
0 \fs24 \lang3098 \langnp3098 \langfe1033 \langfenp1033 {\fs20 \dbch \af0 \hich
\af7 \loch \f7 \lang2074 \langnp2074 \langfe1033 \langfenp1033 Neosporno je da

definisanje kvaliteta potpada pod uticaj subjektivnog mi\uc1 \u353 ?ljenja. Kad
a bismo vr\uc1 \u353 ?ili procenu nekog do\uc1 \u382 ?ivljaja svako bi imao svoj
e mi\uc1 \u353 ?ljenje, obja\uc1 \u353 ?njenje; zadovoljstvo ili nezadovoljstvo.
}{\fs20 \dbch \af0 \hich \af7 \loch \f7 \lang2074 \langnp2074 \langfe1033 \lang
fenp1033 \par }\pard \plain \qj \li0 \ri0 \widctlpar \aspalpha \aspnum \adjustri
ght \lin0 \rin0 \itap0 \fs24 \lang3098 \langnp3098 \langfe1033 \langfenp1033 {\f
033 \line }{\fs20 \dbch \af0 \hich \af7 \loch \f7 \lang2074 \langnp2074 \langfe1
033 \langfenp1033
Te\uc1 \u353 ?ko je odrediti parametre ne\uc1 \u269 ?emu ne
opipljivom. Oni su razli\uc1 \u269 ?iti za svakog zasebno i umnogome zavise od v
i\uc1 \u353 ?e faktora koji su vrlo \uc1 \u269 ?esto promenljivi ili su u zavisn
osti od trenutnih potreba.}{\fs20 \dbch \af0 \hich \af7 \loch \f7 \lang2074 \lan
gfe1033 \langfenp1033 {\fs20 \dbch \af0 \hich \af7 \loch \f7 \lang2074 \langnp20
74 \langfe1033 \langfenp1033 Kada bismo uzeli, na primer, procenu jedne bankarsk
e usluge na izabranom uzorku potro\uc1 \u353 ?a\uc1 \u269 ?a, na\uc1 \u353 ?i po
daci razlikovali bi se od slu\uc1 \u269 ?aja do slu\uc1 \u269 ?aja ukoliko bismo
uzeli u obzir li\uc1 \u269 ?ni do\uc1 \u382 ?ivljaj zadovoljenja.}{\fs20 \dbch
\af0 \hich \af7 \loch \f7 \lang2074 \langnp2074 \langfe1033 \langfenp1033 \par }
\pard \plain \qj \li0 \ri0 \widctlpar \aspalpha \aspnum \adjustright \lin0 \rin0
\hich \af7 \loch \f7 \lang2074 \langnp2074 \langfe1033 \langfenp1033 Potrebe s
vakoga ponaosob razlikuju se i upravo su proporcionalne \uc1 \u382 ?eljama ili m
ogu\uc1 \u263 ?nostima jedne li\uc1 \u269 ?nosti. Poslovne usluge obuhvataju \uc
1 \u353 ?irok dijapazon delatnosti, razli\uc1 \u269 ?itih aktivnosti-konsalting,
kompjuterske, pravne, marketing usluge, in\uc1 \u382 ?enjering\uc1 \u8230 ?}{\f
033 \par }\pard \plain \qj \li0 \ri0 \widctlpar \aspalpha \aspnum \adjustright \
dbch \af0 \hich \af7 \loch \f7 \lang2074 \langnp2074 \langfe1033 \langfenp1033 S
obzirom da se stalno uo\uc1 \u269 ?ava razlika izme\uc1 \u273 ?u usluge i proiz
voda upravo je stepen neopipljivosti bio predmet rasprava, te je nastala podela
na usluge:}{\fs20 \dbch \af0 \hich \af7 \loch \f7 \lang2074 \langnp2074 \langfe1
033 \langfenp1033 \par }\pard \plain \qj \li0 \ri0 \widctlpar \aspalpha \aspnum
\adjustright \lin0 \rin0 \itap0 \fs24 \lang3098 \langnp3098 \langfe1033 \langfen
p1033 {\fs20 \dbch \af0 \hich \af7 \loch \f7 \lang2074 \langnp2074 \langfe1033 \
langfenp1033 \par }\pard \plain \qj \fi-466 \li1260 \ri0 \widctlpar \aspalpha \a
spnum \adjustright \lin1260 \rin0 \jclisttab \tx1247 \itap0 \ls3 \fs24 \lang3098
\langnp3098 \langfe1033 \langfenp1033 {\listtext \pard \plain \fs24 \lang3098 \
langnp3098 \langfe1033 \langfenp1033 \f3 \'ac\'00\tab }{\fs20 \dbch \af0 \hich \
af7 \loch \f7 \lang2074 \langnp2074 \langfe1033 \langfenp1033 \uc1 \u268 ?isto n
eopipljivog karaktera \uc1 \u8211 ?gde bismo mogli svrstati, recimo, usluge obez
be\uc1 \u273 ?enja ili procenjivanja.}{\fs20 \dbch \af0 \hich \af7 \loch \f7 \la
ng2074 \langnp2074 \langfe1033 \langfenp1033 \par }\pard \plain \qj \fi-466 \li1
260 \ri0 \widctlpar \aspalpha \aspnum \adjustright \lin1260 \rin0 \jclisttab \tx
1247 \itap0 \ls3 \fs24 \lang3098 \langnp3098 \langfe1033 \langfenp1033 {\listtex
t \pard \plain \fs24 \lang3098 \langnp3098 \langfe1033 \langfenp1033 \f3 \'ac\'0
0\tab }{\fs20 \dbch \af0 \hich \af7 \loch \f7 \lang2074 \langnp2074 \langfe1033
\langfenp1033 Obe\uc1 \u273 ?ivanja dodatne vrednosti za opipljive proizvode-raz
na osiguranja, ugovori, reklamiranje, konsalting\uc1 \u8230 ?}{\fs20 \dbch \af0
\plain \qj \fi-466 \li1260 \ri0 \widctlpar \aspalpha \aspnum \adjustright \lin1
\langfenp1033 {\listtext \pard \plain \fs24 \lang3098 \langnp3098 \langfe1033 \
langfenp1033 \f3 \'ac\'00\tab }{\fs20 \dbch \af0 \hich \af7 \loch \f7 \lang2074
\langnp2074 \langfe1033 \langfenp1033 Usluge koje \uc1 \u269 ?ine opipljiv proiz
vod raspolo\uc1 \u382 ?ivim-transport, skladi\uc1 \u353 ?tenje, arhitektura\uc1
\u8230 ?}{\fs20 \dbch \af0 \hich \af7 \loch \f7 \lang2074 \langnp2074 \langfe103
3 \langfenp1033 \par }\pard \plain \qj \li0 \ri0 \widctlpar \aspalpha \aspnum \a
033 {\fs20 \dbch \af0 \hich \af7 \loch \f7 \lang2074 \langnp2074 \langfe1033 \la
ngfenp1033 \par }\pard \plain \qj \li0 \ri0 \widctlpar \aspalpha \aspnum \adjust
right \lin0 \rin0 \itap0 \fs24 \lang3098 \langnp3098 \langfe1033 \langfenp1033 {
p1033 \par }\pard \plain \qj \li0 \ri0 \widctlpar \aspalpha \aspnum \adjustright
Uop\uc1 \u353 ?tene podele usluga mo\uc1 \u382 ?e se posmatrati s aspekta:}{\fs
33 \par }\pard \plain \qj \li0 \ri0 \widctlpar \aspalpha \aspnum \adjustright \l
in0 \rin0 \itap0 \fs24 \lang3098 \langnp3098 \langfe1033 \langfenp1033 {\fs20 \d
ar }\pard \plain \qj \fi-510 \li1590 \ri0 \widctlpar \aspalpha \aspnum \adjustri
ght \lin1590 \rin0 \jclisttab \tx1590 \itap0 \ls4 \fs24 \lang3098 \langnp3098 \l
angfe1033 \langfenp1033 {\listtext \pard \plain \fs24 \lang3098 \langnp3098 \lan
gfe1033 \langfenp1033 \f3 \'a6\'00\tab }{\fs20 \dbch \af0 \hich \af7 \loch \f7 \
lang2074 \langnp2074 \langfe1033 \langfenp1033 Tr\uc1 \u382 ?i\uc1 \u353 ?ta}{\f
033 \par }\pard \plain \qj \fi-510 \li1590 \ri0 \widctlpar \aspalpha \aspnum \ad
justright \lin1590 \rin0 \jclisttab \tx1590 \itap0 \ls4 \fs24 \lang3098 \langnp3
098 \langfe1033 \langfenp1033 {\listtext \pard \plain \fs24 \lang3098 \langnp309
8 \langfe1033 \langfenp1033 \f3 \'a6\'00\tab }{\fs20 \dbch \af0 \hich \af7 \loch
\f7 \lang2074 \langnp2074 \langfe1033 \langfenp1033 Stepena opipljivosti}{\fs20
\par }\pard \plain \qj \fi-510 \li1590 \ri0 \widctlpar \aspalpha \aspnum \adjus
tright \lin1590 \rin0 \jclisttab \tx1590 \itap0 \ls4 \fs24 \lang3098 \langnp3098
\langfe1033 \langfenp1033 {\listtext \pard \plain \fs24 \lang3098 \langnp3098 \
langfe1033 \langfenp1033 \f3 \'a6\'00\tab }{\fs20 \dbch \af0 \hich \af7 \loch \f
7 \lang2074 \langnp2074 \langfe1033 \langfenp1033 Stru\uc1 \u269 ?nosti}{\fs20 \
dbch \af0 \hich \af7 \loch \f7 \lang2074 \langnp2074 \langfe1033 \langfenp1033 \
par }\pard \plain \qj \fi-510 \li1590 \ri0 \widctlpar \aspalpha \aspnum \adjustr
ight \lin1590 \rin0 \jclisttab \tx1590 \itap0 \ls4 \fs24 \lang3098 \langnp3098 \
langfe1033 \langfenp1033 {\listtext \pard \plain \fs24 \lang3098 \langnp3098 \la
ngfe1033 \langfenp1033 \f3 \'a6\'00\tab }{\fs20 \dbch \af0 \hich \af7 \loch \f7
\lang2074 \langnp2074 \langfe1033 \langfenp1033 Ciljeva}{\fs20 \dbch \af0 \hich
n \qj \fi-510 \li1590 \ri0 \widctlpar \aspalpha \aspnum \adjustright \lin1590 \r
in0 \jclisttab \tx1590 \itap0 \ls4 \fs24 \lang3098 \langnp3098 \langfe1033 \lang
np1033 \f3 \'a6\'00\tab }{\fs20 \dbch \af0 \hich \af7 \loch \f7 \lang2074 \langn
p2074 \langfe1033 \langfenp1033 Regulacije}{\fs20 \dbch \af0 \hich \af7 \loch \f
7 \lang2074 \langnp2074 \langfe1033 \langfenp1033 \par }\pard \plain \qj \fi-510
\li1590 \ri0 \widctlpar \aspalpha \aspnum \adjustright \lin1590 \rin0 \jclistta
b \tx1590 \itap0 \ls4 \fs24 \lang3098 \langnp3098 \langfe1033 \langfenp1033 {\li
sttext \pard \plain \fs24 \lang3098 \langnp3098 \langfe1033 \langfenp1033 \f3 \'
a6\'00\tab }{\fs20 \dbch \af0 \hich \af7 \loch \f7 \lang2074 \langnp2074 \langfe
1033 \langfenp1033 Radne intenzivnosti}{\fs20 \dbch \af0 \hich \af7 \loch \f7 \l
ang2074 \langnp2074 \langfe1033 \langfenp1033 \par }\pard \plain \qj \fi-510 \li
1590 \ri0 \widctlpar \aspalpha \aspnum \adjustright \lin1590 \rin0 \jclisttab \t
x1590 \itap0 \ls4 \fs24 \lang3098 \langnp3098 \langfe1033 \langfenp1033 {\listte
xt \pard \plain \fs24 \lang3098 \langnp3098 \langfe1033 \langfenp1033 \f3 \'a6\'
\langfenp1033 Kontakta sa potro\uc1 \u353 ?a\uc1 \u269 ?ima}{\fs20 \dbch \af0 \
n \qj \li0 \ri0 \widctlpar \aspalpha \aspnum \adjustright \lin0 \rin0 \itap0 \fs

\loch \f7 \lang2074 \langnp2074 \langfe1033 \langfenp1033 Da bi bilo koja kompan
ija imala uspe\uc1 \u353 ?no poslovanje bilo bi po\uc1 \u382 ?eljno da ima :}{\f
par }\pard \plain \qj \fi-510 \li1590 \ri0 \widctlpar \aspalpha \aspnum \adjustr
ight \lin1590 \rin0 \jclisttab \tx1590 \itap0 \ls5 \fs24 \lang3098 \langnp3098 \
ngfe1033 \langfenp1033 \f3 \'a6\'00\tab }{\fs20 \dbch \af0 \hich \af7 \loch \f7
\lang2074 \langnp2074 \langfe1033 \langfenp1033 Jasno definisan tr\uc1 \u382 ?i\
uc1 \u353 ?ni segment }{\fs20 \dbch \af0 \hich \af7 \loch \f7 \lang2074 \langnp2
074 \langfe1033 \langfenp1033 \par }\pard \plain \qj \fi-510 \li1590 \ri0 \widct
lpar \aspalpha \aspnum \adjustright \lin1590 \rin0 \jclisttab \tx1590 \itap0 \ls
5 \fs24 \lang3098 \langnp3098 \langfe1033 \langfenp1033 {\listtext \pard \plain
\fs24 \lang3098 \langnp3098 \langfe1033 \langfenp1033 \f3 \'a6\'00\tab }{\fs20 \
dbch \af0 \hich \af7 \loch \f7 \lang2074 \langnp2074 \langfe1033 \langfenp1033 J
asan koncept koristi}{\fs20 \dbch \af0 \hich \af7 \loch \f7 \lang2074 \langnp207
4 \langfe1033 \langfenp1033 \par }\pard \plain \qj \fi-510 \li1590 \ri0 \widctlp
ar \aspalpha \aspnum \adjustright \lin1590 \rin0 \jclisttab \tx1590 \itap0 \ls5
\fs24 \lang3098 \langnp3098 \langfe1033 \langfenp1033 {\listtext \pard \plain \f
s24 \lang3098 \langnp3098 \langfe1033 \langfenp1033 \f3 \'a6\'00\tab }{\fs20 \db
ch \af0 \hich \af7 \loch \f7 \lang2074 \langnp2074 \langfe1033 \langfenp1033 Dob
ro regulisan uslu\uc1 \u382 ?ni sistem}{\fs20 \dbch \af0 \hich \af7 \loch \f7 \l
ang2074 \langnp2074 \langfe1033 \langfenp1033 \par }\pard \plain \qj \fi-510 \li
1590 \ri0 \widctlpar \aspalpha \aspnum \adjustright \lin1590 \rin0 \jclisttab \t
x1590 \itap0 \ls5 \fs24 \lang3098 \langnp3098 \langfe1033 \langfenp1033 {\listte
xt \pard \plain \fs24 \lang3098 \langnp3098 \langfe1033 \langfenp1033 \f3 \'a6\'
\langfenp1033 Prepoznatljiv uslu\uc1 \u382 ?ni imid\uc1 \u382 ?}{\fs20 \dbch \a
ard \plain \qj \li1080 \ri0 \widctlpar \aspalpha \aspnum \adjustright \lin1080 \
rin0 \itap0 \fs24 \lang3098 \langnp3098 \langfe1033 \langfenp1033 {\fs20 \dbch \
hich \af7 \loch \f7 \lang2074 \langnp2074 \langfe1033 \langfenp1033 Ali da bi je
dna kompanija kreirala uslugu neophodno je da ima jasno definisane ciljeve.}{\fs
in0 \rin0 \itap0 \fs24 \lang3098 \langnp3098 \langfe1033 \langfenp1033 {\i1 \fs2
3
Vizija}{\fs20 \dbch \af0 \hich \af7 \loch \f7 \lang2074 \langnp2074 \langf
e1033 \langfenp1033 organizacije treba da bude pokreta\uc1 \u269 ? svih naredni
h koraka. I prilikom osnivanja kompanije to je onaj razlog samog postojanja, a m
otiv jedne uslu\uc1 \u382 ?ne kompanije jeste satisfakcija korisnika usluge i fi
nansijski povra\uc1 \u263 ?aj ulo\uc1 \u382 ?enih sredstava tj. investicija u pr
edstoje\uc1 \u263 ?im godinama.}{\fs20 \dbch \af0 \hich \af7 \loch \f7 \lang2074
\langfe1033 \langfenp1033 {\fs20 \dbch \af0 \hich \af7 \loch \f7 \lang2074 \lan
gnp2074 \langfe1033 \langfenp1033
}{\b1 \fs20 \dbch \af0 \hich \af7 \loch \f7
\lang2074 \langnp2074 \langfe1033 \langfenp1033 Vojvo\uc1 \u273 ?anska banka}{\
1033 je i po nazivu orjentisana na odre\uc1 \u273 ?eni lokalitet, \uc1 \u353 ?t
o mo\uc1 \u382 ?e imati dobre osobine ukoliko se kod potro\uc1 \u353 ?a\uc1 \u26
9 ?a javi ose\uc1 \u263 ?aj pripadnosti.}{\fs20 \dbch \af0 \hich \af7 \loch \f7
\lang2074 \langnp2074 \langfe1033 \langfenp1033 \par }\pard \plain \qj \li0 \ri0
\widctlpar \aspalpha \aspnum \adjustright \lin0 \rin0 \itap0 \fs24 \lang3098 \l
angnp3098 \langfe1033 \langfenp1033 {\fs20 \dbch \af0 \hich \af7 \loch \f7 \lang
2074 \langnp2074 \langfe1033 \langfenp1033 Takvoj viziji dodaju se }{\i1 \fs20 \
dbch \af0 \hich \af7 \loch \f7 \lang2074 \langnp2074 \langfe1033 \langfenp1033 s
trate\uc1 \u353 ?ki ciljevi}{\fs20 \dbch \af0 \hich \af7 \loch \f7 \lang2074 \la
ngnp2074 \langfe1033 \langfenp1033 -koji predstavljaju ozbiljne korake koji treb
a da se preduzmu da bi se pribli\uc1 \u382 ?ilo realizaciji vizije. Neki od najv
a\uc1 \u382 ?nijih jesu:}{\fs20 \dbch \af0 \hich \af7 \loch \f7 \lang2074 \langn
e1033 \langfenp1033 {\fs20 \dbch \af0 \hich \af7 \loch \f7 \lang2074 \langnp2074
\langfe1033 \langfenp1033 \par }\pard \plain \qj \fi-360 \li1440 \ri0 \widctlpa
r \aspalpha \aspnum \adjustright \lin1440 \rin0 \jclisttab \tx1440 \itap0 \ls6 \
fs24 \lang3098 \langnp3098 \langfe1033 \langfenp1033 {\listtext \pard \plain \fs
24 \lang3098 \langnp3098 \langfe1033 \langfenp1033 \f3 e\'00\tab }{\i1 \fs20 \db
ch \af0 \hich \af7 \loch \f7 \lang2074 \langnp2074 \langfe1033 \langfenp1033 una
pre\uc1 \u273 ?ivanje produktivnosti, efektivnosti i stvaranje zavidne konkurent
ske prednosti}{\fs20 \dbch \af0 \hich \af7 \loch \f7 \lang2074 \langnp2074 \lang
fe1033 \langfenp1033 . To bi se moglo posti\uc1 \u263 ?i niskim tro\uc1 \u353 ?k
ovima isporuke, smanjenjem nivoa menad\uc1 \u382 ?menta, pouzdanijom uslugom, u
napre\uc1 \u273 ?enjem odnosa sa korisnicima... }{\fs20 \dbch \af0 \hich \af7 \l
och \f7 \lang2074 \langnp2074 \langfe1033 \langfenp1033 \par }\pard \plain \qj \
fi-360 \li1440 \ri0 \widctlpar \aspalpha \aspnum \adjustright \lin1440 \rin0 \jc
listtab \tx1440 \itap0 \ls6 \fs24 \lang3098 \langnp3098 \langfe1033 \langfenp103
\f3 e\'00\tab }{\fs20 \dbch \af0 \hich \af7 \loch \f7 \lang2074 \langnp2074 \lan
gfe1033 \langfenp1033 Kako upravljati uslugama kroz pojedini \uc1 \u382 ?ivotni
ciklus pru\uc1 \u382 ?anja usluge?}{\fs20 \dbch \af0 \hich \af7 \loch \f7 \lang2
\ri0 \widctlpar \aspalpha \aspnum \adjustright \lin1440 \rin0 \jclisttab \tx144
0 \itap0 \ls6 \fs24 \lang3098 \langnp3098 \langfe1033 \langfenp1033 {\listtext \
pard \plain \fs24 \lang3098 \langnp3098 \langfe1033 \langfenp1033 \f3 e\'00\tab
enp1033 Kako se usresrediti na osnovne faktore koji osiguravaju \uc1 \u382 ?ivot
organizacije: prihod, re\uc1 \u353 ?enja?}{\fs20 \dbch \af0 \hich \af7 \loch \f
sttext \pard \plain \fs24 \lang3098 \langnp3098 \langfe1033 \langfenp1033 \f3 e\
'00\tab }{\fs20 \dbch \af0 \hich \af7 \loch \f7 \lang2074 \langnp2074 \langfe103
3 \langfenp1033 Kako odgovoriti na jedinstvene zahteve koji se postavljaju pred
organizacije koje pru\uc1 \u382 ?aju usluge?}{\fs20 \dbch \af0 \hich \af7 \loch
\f7 \lang2074 \langnp2074 \langfe1033 \langfenp1033 \par }\pard \plain \qj \fi-3
60 \li1440 \ri0 \widctlpar \aspalpha \aspnum \adjustright \lin1440 \rin0 \jclist
tab \tx1440 \itap0 \ls6 \fs24 \lang3098 \langnp3098 \langfe1033 \langfenp1033 {\
listtext \pard \plain \fs24 \lang3098 \langnp3098 \langfe1033 \langfenp1033 \f3
e\'00\tab }{\fs20 \dbch \af0 \hich \af7 \loch \f7 \lang2074 \langnp2074 \langfe1
033 \langfenp1033 Kako povezati organizaciju koja pru\uc1 \u382 ?a usluge s osta
tkom organizacije?}{\fs20 \dbch \af0 \hich \af7 \loch \f7 \lang2074 \langnp2074
\langfe1033 \langfenp1033 \par }\pard \plain \qj \fi-360 \li1440 \ri0 \widctlpar
\aspalpha \aspnum \adjustright \lin1440 \rin0 \jclisttab \tx1440 \itap0 \ls6 \f
s24 \lang3098 \langnp3098 \langfe1033 \langfenp1033 {\listtext \pard \plain \fs2
4 \lang3098 \langnp3098 \langfe1033 \langfenp1033 \f3 e\'00\tab }{\fs20 \dbch \a
f0 \hich \af7 \loch \f7 \lang3098 \langnp3098 \langfe1033 \langfenp1033 Kako usp
ostaviti kontrole poslovanja?}{\fs20 \dbch \af0 \hich \af7 \loch \f7 \lang3098
\langnp3098 \langfe1033 \langfenp1033 \par }\pard \plain \qj \fi-360 \li1440 \ri
0 \widctlpar \aspalpha \aspnum \adjustright \lin1440 \rin0 \jclisttab \tx1440 \i
tap0 \ls6 \fs24 \lang3098 \langnp3098 \langfe1033 \langfenp1033 {\listtext \pard
\plain \fs24 \lang3098 \langnp3098 \langfe1033 \langfenp1033 \f3 e\'00\tab }{\f
033 Kako prepoznati i preduzeti metodologije za organizaciju, projekte, razvoj p
rogramskih re\uc1 \u353 ?enja i upravljanje operativnom infrastrukturom?}{\fs20

\par }\pard \plain \qj \fi-720 \li0 \ri0 \widctlpar \aspalpha \aspnum \adjustrig
ht \lin0 \rin0 \tql \tx1260 \itap0 \fs24 \lang3098 \langnp3098 \langfe1033 \lang
fenp1033 {\fs20 \dbch \af0 \hich \af7 \loch \f7 \lang3098 \langnp3098 \langfe103
3 \langfenp1033 \par }\pard \plain \qj \li0 \ri0 \widctlpar \aspalpha \aspnum \a
033 {\fs20 \dbch \af0 \hich \af7 \loch \f7 \lang3098 \langnp3098 \langfe1033 \la
p1033 Na koji na\uc1 \u269 ?in \uc1 \u263 ?e neko izabrati banku ili filijalu,
po kojim kriterijumima, da li je nekome bitna blizina filijale, kamata ili pers
onal-pitanja su o kojima brine savremeni menad\uc1 \u382 ?ment, marketing i tome
je usmereno samo poslovanje jedne firme.}{\fs20 \dbch \af0 \hich \af7 \loch \f7
langnp3098 \langfe1033 \langfenp1033 {\fs20 \dbch \af0 \hich \af7 \loch \f7 \lan
g2074 \langnp2074 \langfe1033 \langfenp1033 \par }\pard \plain \qj \li0 \ri0 \wi
dctlpar \aspalpha \aspnum \adjustright \lin0 \rin0 \itap0 \fs24 \lang3098 \langn
p3098 \langfe1033 \langfenp1033 {\fs20 \dbch \af0 \hich \af7 \loch \f7 \lang2074
\langnp2074 \langfe1033 \langfenp1033
Kada se uporedi na\uc1 \u269 ?in posl
ovanja pre dvadeset godina u odnosu na sada\uc1 \u353 ?nji uo\uc1 \u269 ?avamo o
gromne promene i nebrojeno mnogo na\uc1 \u269 ?ina da se neka potreba zadovolji,
neki posao odradi ili o nekoj usluzi sazna. Elektronsko poslovanje,u poslovnom
svetu nazvano e-business, zamenilo je mnoge probleme preobilne papirologije, vi\
uc1 \u353 ?e\uc1 \u269 ?asovno \uc1 \u269 ?ekanje po redovima, gubljenje vremena
na nepotrebne tro\uc1 \u353 ?kove odlazaka u firme, podizanje mese\uc1 \u269 ?n
ih primanja...}{\cs17 \fs20 \dbch \af0 \hich \af7 \loch \af7 \lang2074 \langnp20
74 \super1 \chftn {\footnote \pard \plain \qj \li0 \ri0 \widctlpar \aspalpha \as
ngfenp1033 {\cs17 \super1 \chftn }{\fs24 \lang3098 \langnp3098 \langfe1033 \lang
fenp1033 }{\fs16 \dbch \af0 \hich \af7 \loch \f7 \lang2074 \langnp2074 \langfe1
033 \langfenp1033 U odnosu na nekada\uc1 \u353 ?nju nagomilanost podataka , \uc
1 \u269 ?ekanja u redovima, vi\uc1 \u353 ?ak administracije, ponekad i neznanje
u pru\uc1 \u382 ?anju usluga moramo priznati koliko je ogromno olak\uc1 \u353 ?a
nje donela era kompjutera i osavremenjivanje. To svakako sa sobom nosi i odre\uc
1 \u273 ?ene rizike, mogu\uc1 \u263 ?nosti malverzacija, hakerisanja\uc1 \u8230
?ali op\uc1 \u353 ?ta je ocena ipak dobra.}{\fs16 \dbch \af0 \hich \af7 \loch \f
\langnp3098 \langfe1033 \langfenp1033 {\fs20 \dbch \af0 \hich \af7 \loch \f7 \la
ng2074 \langnp2074 \langfe1033 \langfenp1033 \super1 2}{\fs16 \dbch \af0 \hich \
af7 \loch \f7 \lang2074 \langnp2074 \langfe1033 \langfenp1033 }{\fs16 \dbch \af
0 \hich \af7 \loch \f7 \lang3098 \langnp3098 \langfe1033 \langfenp1033 Internet
bankarska strategija zahtijeva}{\fs16 \dbch \af0 \hich \af7 \loch \f7 \lang2074
\langnp2074 \langfe1033 \langfenp1033 \uc1 \u263 ?e}{\fs16 \dbch \af0 \hich \af7
\loch \f7 \lang3098 \langnp3098 \langfe1033 \langfenp1033 radikalne promjene u
granskoj mre\uc1 \u382 ?i. Broj grana mora se redukovati i banke moraju izgradi
ti nove sposobnosti. Osoblje \uc1 \u263 ?e biti redukovano zbog efikasnosti zara
de i neki \uc1 \u263 ?e morati biti zamienjeni zbog neadekvatnih v}{\fs16 \dbch
\af0 \hich \af7 \loch \f7 \lang2074 \langnp2074 \langfe1033 \langfenp1033 e}{\fs
33 \uc1 \u353 ?tina. Kod manjih banaka, mora\uc1 \u263 ?e prona\uc1 \u263 ?i ade
kvatne partnere sa kojima mogu sara\uc1 \u273 ?ivati na unapre\uc1 \u273 ?enju n
jihovih Internet bankarskih usluga. }{\fs16 \dbch \af0 \hich \af7 \loch \f7 \lan
g2074 \langnp2074 \langfe1033 \langfenp1033 U planu je }{\fs16 \dbch \af0 \hich
\af7 \loch \f7 \lang3098 \langnp3098 \langfe1033 \langfenp1033 uslu\uc1 \u382 ?i
vanje najbr\uc1 \u382 ?e rastu\uc1 \u263 ?eg potro\uc1 \u353 ?a\uc1 \u269 ?kog s
egmenta. }{\fs16 \dbch \af0 \hich \af7 \loch \f7 \lang2074 \langnp2074 \langfe10
33 \langfenp1033 S}{\fs16 \dbch \af0 \hich \af7 \loch \f7 \lang3098 \langnp3098
\langfe1033 \langfenp1033 trategija s najni\uc1 \u382 ?im tro\uc1 \u353 ?kovima
zbog toga \uc1 \u353 ?to je Internet mnogo jeftiniji distr}{\fs16 \dbch \af0 \hi
ch \af7 \loch \f7 \lang2074 \langnp2074 \langfe1033 \langfenp1033 ibucioni}{\fs1
3 . kanal nego tradicionalna filijalska mre\uc1 \u382 ?a. }{\fs16 \dbch \af0 \hi
ch \af7 \loch \f7 \lang2074 \langnp2074 \langfe1033 \langfenp1033 Vojvo\uc1 \u27
3 ?anska banka je ve\uc1 \u263 ? redukovala veliki broj zaposlenih.}{\fs16 \dbch
}}}{\fs20 \dbch \af0 \hich \af7 \loch \f7 \lang2074 \langnp2074 \langfe1033 \lan
gfenp1033 \par }\pard \plain \qj \li0 \ri0 \widctlpar \aspalpha \aspnum \adjustr
1033 \par }\pard \plain \qj \li0 \ri0 \widctlpar \aspalpha \aspnum \adjustright
\lin0 \rin0 \itap0 \fs24 \lang3098 \langnp3098 \langfe1033 \langfenp1033 {\b1 \f
dbch \af0 \hich \af7 \loch \f7 \lang2074 \langnp2074 \langfe1033 \langfenp1033
Koliko zna\uc1 \u269 ?i u vremenu \uc1 \u382 ?urbe i sveop\uc1 \u353 ?teg utr
kivanja jedna kvalitetna informacija? }{\fs20 \dbch \af0 \hich \af7 \loch \f7 \l
ang2074 \langnp2074 \langfe1033 \langfenp1033 \line }{\fs20 \dbch \af0 \hich \af
7 \loch \f7 \lang2074 \langnp2074 \langfe1033 \langfenp1033 Zaposlenom \uc1 \u26
9 ?oveku-mnogo. }{\fs20 \dbch \af0 \hich \af7 \loch \f7 \lang2074 \langnp2074 \l
angfe1033 \langfenp1033 \par }\pard \plain \qj \li0 \ri0 \widctlpar \aspalpha \a
spnum \adjustright \lin0 \rin0 \itap0 \fs24 \lang3098 \langnp3098 \langfe1033 \l
angfenp1033 {\fs20 \dbch \af0 \hich \af7 \loch \f7 \lang2074 \langnp2074 \langfe
1033 \langfenp1033 Usluge na\uc1 \u353 ?eg primera, Vojvo\uc1 \u273 ?anske banke
, predstavlja, bankarski sektor u globalu, koji se me\uc1 \u273 ?usobno razliku
je vrlo \uc1 \u269 ?esto samo u nijansama. Osim nekih grubih podela na bankarske
sektore specificirane za konkretne poslove-su\uc1 \u353 ?tina ostaje relativno
sli\uc1 \u269 ?na. Skoro svaka banka nudi teku\uc1 \u263 ?e i \uc1 \u382 ?iro-ra
\uc1 \u269 ?une, kredite, kreditne kartice, kompjuterska pla\uc1 \u263 ?anja, ob
ave\uc1 \u353 ?tavanja putem elektronske po\uc1 \u353 ?te, sms-a i sli\uc1 \u269
?no.}{\fs20 \dbch \af0 \hich \af7 \loch \f7 \lang2074 \langnp2074 \langfe1033 \
langfenp1033 \par }\pard \plain \qj \li0 \ri0 \widctlpar \aspalpha \aspnum \adju
stright \lin0 \rin0 \itap0 \fs24 \lang3098 \langnp3098 \langfe1033 \langfenp1033
{\fs20 \dbch \af0 \hich \af7 \loch \f7 \lang2074 \langnp2074 \langfe1033 \langf
enp1033 \par }\pard \plain \qj \fi-466 \li1260 \ri0 \widctlpar \aspalpha \aspnum
\adjustright \lin1260 \rin0 \jclisttab \tx1247 \itap0 \ls7 \fs24 \lang3098 \lan
gnp3098 \langfe1033 \langfenp1033 {\listtext \pard \plain \fs24 \lang3098 \langn
p3098 \langfe1033 \langfenp1033 \f3 \'ac\'00\tab }{\fs20 \dbch \af0 \hich \af7 \
loch \f7 \lang2074 \langnp2074 \langfe1033 \langfenp1033 Poslovnu komunikaciju }
np1033 \par }\pard \plain \qj \fi-466 \li1260 \ri0 \widctlpar \aspalpha \aspnum
\adjustright \lin1260 \rin0 \jclisttab \tx1247 \itap0 \ls7 \fs24 \lang3098 \lang
np3098 \langfe1033 \langfenp1033 {\listtext \pard \plain \fs24 \lang3098 \langnp
3098 \langfe1033 \langfenp1033 \f3 \'ac\'00\tab }{\fs20 \dbch \af0 \hich \af7 \l
och \f7 \lang2074 \langnp2074 \langfe1033 \langfenp1033 Elektronski transfer nov
ca }{\fs20 \dbch \af0 \hich \af7 \loch \f7 \lang2074 \langnp2074 \langfe1033 \la
ngfenp1033 \par }\pard \plain \qj \fi-466 \li1260 \ri0 \widctlpar \aspalpha \asp
num \adjustright \lin1260 \rin0 \jclisttab \tx1247 \itap0 \ls7 \fs24 \lang3098 \
langnp3098 \langfe1033 \langfenp1033 {\listtext \pard \plain \fs24 \lang3098 \la
ngnp3098 \langfe1033 \langfenp1033 \f3 \'ac\'00\tab }{\fs20 \dbch \af0 \hich \af
7 \loch \f7 \lang2074 \langnp2074 \langfe1033 \langfenp1033 Transfer tehni\uc1 \
u269 ?ke dokumentacije}{\fs20 \dbch \af0 \hich \af7 \loch \f7 \lang2074 \langnp2
\fs24 \lang3098 \langnp3098 \langfe1033 \langfenp1033 \f3 \'ac\'00\tab }{\fs20 \
dbch \af0 \hich \af7 \loch \f7 \lang2074 \langnp2074 \langfe1033 \langfenp1033 P
oslovne transakcije}{\fs20 \dbch \af0 \hich \af7 \loch \f7 \lang2074 \langnp2074
r \aspalpha \aspnum \adjustright \lin1260 \rin0 \jclisttab \tx1247 \itap0 \ls7 \
24 \lang3098 \langnp3098 \langfe1033 \langfenp1033 \f3 \'ac\'00\tab }{\fs20 \dbc
h \af0 \hich \af7 \loch \f7 \lang2074 \langnp2074 \langfe1033 \langfenp1033 Serv
is za rezervacije i kupovinu}{\fs20 \dbch \af0 \hich \af7 \loch \f7 \lang2074 \l
angnp2074 \langfe1033 \langfenp1033 \par }\pard \plain \qj \li794 \ri0 \widctlpa
r \aspalpha \aspnum \adjustright \lin794 \rin0 \itap0 \fs24 \lang3098 \langnp309
8 \langfe1033 \langfenp1033 {\fs20 \dbch \af0 \hich \af7 \loch \f7 \lang2074 \la
ngnp2074 \langfe1033 \langfenp1033 \par }\pard \plain \qj \li0 \ri0 \widctlpar \
074 \langfe1033 \langfenp1033 Te\uc1 \u353 ?ko je precizno re\uc1 \u263 ?i u \
uc1 \u269 ?emu se razlikuju ukoliko nam informacije pru\uc1 \u382 ?aju razli\uc1
\u269 ?iti potro\uc1 \u353 ?a\uc1 \u269 ?i.}{\fs20 \dbch \af0 \hich \af7 \loch
\f7 \lang2074 \langnp2074 \langfe1033 \langfenp1033 \par }\pard \plain \qj \li0
lang2074 \langnp2074 \langfe1033 \langfenp1033 Ako bismo uzeli primer jednog pot
ro\uc1 \u353 ?a\uc1 \u269 ?a a vi\uc1 \u353 ?e kompanija, tada bismo mogli upore
diti \uc1 \u353 ?ta je to \uc1 \u353 ?to zadovoljava njegove trenutne ili trajne
potrebe, a \uc1 \u353 ?ta ne. Ali to opet ne bi bila slika uslu\uc1 \u382 ?nog
kvaliteta navedenih firmi jer se radi o malom uzorku koji ima sopstvene prohtev
e i subjektivni do\uc1 \u382 ?ivljaj. Zbog toga uslugu i kvalitet usluge moramo
shvatiti kao proces koji se stalno prilago\uc1 \u273 ?ava.}{\fs20 \dbch \af0 \hi
ch \af7 \loch \f7 \lang2074 \langnp2074 \langfe1033 \langfenp1033 \super1 2}{\fs
ar }\pard \plain \qj \li0 \ri0 \widctlpar \aspalpha \aspnum \adjustright \lin0 \
af0 \hich \af7 \loch \f7 \lang2074 \langnp2074 \langfe1033 \langfenp1033
Po
tro\uc1 \u353 ?a\uc1 \u269 ?ima je te\uc1 \u382 ?e da mere uslugu nego konkretni
proizvod. Vrlo \uc1 \u269 ?esto je ona izraz o\uc1 \u269 ?ekivanja ili upore\uc
1 \u273 ?ivanje o\uc1 \u269 ?ekivanog u odnosu na dobijeno. Usluga, za razliku o
d konkretnog proizvoda, u velikoj meri zavisi od na\uc1 \u269 ?ina na koji se pr
u\uc1 \u382 ?a. Konkretan proizvod mo\uc1 \u382 ?e stajati na polici neke velepr
odaje a da potro\uc1 \u353 ?a\uc1 \u269 ? bude nakon upotrebe zadovoljan, usluga
, pak, mora biti uslovljena na\uc1 \u269 ?inom isporuke, sposobno\uc1 \u353 ?\uc
1 \u263 ?u isporu\uc1 \u269 ?ioca, prezentacijom. Dovoljno je namr\uc1 \u353 ?te
no lice bankarskog slu\uc1 \u382 ?benika pa da se vi\uc1 \u353 ?e i ne ode u tu
banku-ve\uc1 \u263 ? da se tra\uc1 \u382 ?i nova, gde \uc1 \u263 ?e vam nasmejan
a lica, na koja su ve\uc1 \u263 ? klijenti nau\uc1 \u269 ?eni, pru\uc1 \u382 ?it
i informacije koje tra\uc1 \u382 ?ite ili omogu\uc1 \u263 ?iti transakciju po \u
c1 \u382 ?elji. To nam govori da je dana\uc1 \u353 ?nji kupac, klijent, potro\uc
1 \u353 ?a\uc1 \u269 ? podignut na vi\uc1 \u353 ?i nivo i da mu je dat ve\uc1 \u
263 ?i zna\uc1 \u269 ?aj u odnosu na ranije poslovanje. Drugim re\uc1 \u269 ?ima
\uc1 \u8211 ?veoma razma\uc1 \u382 ?en od strane nudilaca usluga. }{\fs20 \dbch
\hich \af7 \loch \f7 \lang2074 \langnp2074 \langfe1033 \langfenp1033
U u\uc1
\u382 ?urbanom svetu kreiranje usluge podrazumeva oslu\uc1 \u353 ?kivanja potre
ba i ponudu upravo onoga \uc1 \u353 ?to je neophodno. To predstavlja razumevanje
\uc1 \u382 ?elja i pronala\uc1 \u382 ?enje na\uc1 \u269 ?ina zadovoljavanja. To
bi se u svetu marketinga preto\uc1 \u269 ?ilo u neki vid marketing istra\uc1 \u
382 ?ivanja. Propagandne poruke, flajeri, bro\uc1 \u353 ?ure, internet blogovi\u
c1 \u8230 ?}{\fs20 \dbch \af0 \hich \af7 \loch \f7 \lang2074 \langnp2074 \langfe
1033 \langfenp1033 \line }{\fs20 \dbch \af0 \hich \af7 \loch \f7 \lang2074 \lang
np2074 \langfe1033 \langfenp1033 samo su sredstva ostvarenja ciljeva}{\fs20 \dbc
0 \hich \af7 \loch \f7 \lang2074 \langnp2074 \langfe1033 \langfenp1033
Sama
kompanija \uc1 \u263 ?e, u skladu sa finansijskim mogu\uc1 \u263 ?nostima i pol
itikom preduze\uc1 \u263 ?a, izdvojiti od neznatnog pa do pozama\uc1 \u353 ?nog
iznosa nov\uc1 \u269 ?anih sredstava, koji predstavljaju \uc1 \u269 ?istu invest
iciju ako se poklope pravi izbori na\uc1 \u269 ?ina prezentacije.}{\fs20 \dbch \
hich \af7 \loch \f7 \lang2074 \langnp2074 \langfe1033 \langfenp1033
Ukolik
o Vojvo\uc1 \u273 ?anska banka nije sposobna da to u\uc1 \u269 ?ini sama tj. mar
keting menad\uc1 \u382 ?eri imaju potrebu za dodatnim informacijama, tada \uc1
\u263 ?e se okrenuti spolja\uc1 \u353 ?njem izvoru i potra\uc1 \u382 ?iti uslug
e od agencija. Vr\uc1 \u353 ?i se izbor samog tr\uc1 \u382 ?i\uc1 \u353 ?ta, seg
mentacija i pronala\uc1 \u382 ?enje ciljnih grupa, zatim se bira na\uc1 \u269 ?i
n ispitivanja-anketama, upitnicima; direktno ili indirektno, i nakon dovoljno pr
ikupljenih informacija sa\uc1 \u269 ?ini se elaborat koji bi trebalo da sadr\uc1
\u382 ?i grafi\uc1 \u269 ?ke prikaze i obra\uc1 \u273 ?ene podatke sa konkretni
m predlozima kao odgovorima na temu tj. postavljeno pitanje.}{\fs20 \dbch \af0 \
\af7 \loch \f7 \lang2074 \langnp2074 \langfe1033 \langfenp1033 Na taj na\uc1 \
u269 ?in je bli\uc1 \u382 ?e kreiranju same usluge-jer osnovni problem jeste upr
avo karakter usluge koju je te\uc1 \u353 ?ko definisati i sami potro\uc1 \u353
?a\uc1 \u269 ?i, kojim je te\uc1 \u353 ?ko ugoditi.}{\fs20 \dbch \af0 \hich \af7
j \li0 \ri0 \widctlpar \aspalpha \aspnum \adjustright \lin0 \rin0 \itap0 \fs24 \
lang3098 \langnp3098 \langfe1033 \langfenp1033 {\fs20 \dbch \af0 \hich \af7 \loc
h \f7 \lang2074 \langnp2074 \langfe1033 \langfenp1033 }{\fs20 \dbch \af0 \hich
\af7 \loch \f7 \lang2074 \langnp2074 \langfe1033 \langfenp1033 \par }\pard \pla
in \qj \li0 \ri0 \widctlpar \aspalpha \aspnum \adjustright \lin0 \rin0 \itap0 \f
s24 \lang3098 \langnp3098 \langfe1033 \langfenp1033 {\fs20 \dbch \af0 \hich \af7
\loch \f7 \lang2074 \langnp2074 \langfe1033 \langfenp1033
Konkurentan na\uc1
\u269 ?in poslovanja zahteva neprestano inoviranje. Treba uvek spremno odgovori
ti na novinu koju je konkurent ponudio, a u isto vreme ostati prepoznatljiv, kre
ativan- a nov.}{\fs20 \dbch \af0 \hich \af7 \loch \f7 \lang2074 \langnp2074 \lan
gfe1033 \langfenp1033 \par }\pard \plain \qj \li0 \ri0 \widctlpar \aspalpha \asp
gfenp1033 {\fs20 \dbch \af0 \hich \af7 \loch \f7 \lang2074 \langnp2074 \langfe10
33 \langfenp1033 To je jako te\uc1 \u353 ?ko. Mnogo toga je ve\uc1 \u263 ? na tr
\uc1 \u382 ?i\uc1 \u353 ?tu i malo je prostora za drasti\uc1 \u269 ?ne promene.
One su se dogodile pojavom masovne upotrebe kompjutera, te je danas uslu\uc1 \u3
82 ?ni sektor nezamisliv bez elektronskog poslovanja. Ali isto je neophodno vr\u
c1 \u353 ?iti istra\uc1 \u382 ?ivanje samih konkurenata-prona\uc1 \u263 ?i praza
n prostor za mogu\uc1 \u263 ?e delovanje, prona\uc1 \u263 ?i im mane, preduhitri
ti ih. Zbog takvog razmi\uc1 \u353 ?ljanja industrijski svet kao jedan od najte\
uc1 \u382 ?ih problema upravo ima industrijsku \uc1 \u353 ?pijuna\uc1 \u382 ?u.}
t \lin0 \rin0 \itap0 \fs24 \lang3098 \langnp3098 \langfe1033 \langfenp1033 {\fs2
3
Ali pre svega uvek znati gde je kompanija pozicionirana u svetu biznisa, ka
kve klijente ima, koje su joj prednosti a koje mane. Samokriti\uc1 \u269 ?ko sag
ledavanje jedino mo\uc1 \u382 ?e dovesti do boljitka. Ako spozna\uc1 \u353 ? svo
je nedostatke na dobrom si putu da ih prevazi\uc1 \u273 ?e\uc1 \u353 ?.}{\fs20 \

par }\pard \plain \qj \li0 \ri0 \widctlpar \aspalpha \aspnum \adjustright \lin0
\af0 \hich \af7 \loch \f7 \lang2074 \langnp2074 \langfe1033 \langfenp1033
S
umerenom dozom agresivnosti i sposobnim kadrovima uspeh je na vidiku. Vojvo\u
c1 \u273 ?anska banka je na listi solventnih banaka Srbije i zbog toga jo\uc1 \u
353 ? uvek posluje.}{\fs20 \dbch \af0 \hich \af7 \loch \f7 \lang2074 \langnp2074
\langfenp1033 {\fs20 \dbch \af0 \hich \af7 \loch \f7 \lang2074 \langnp2074 \lan
gfe1033 \langfenp1033
}{\fs20 \dbch \af0 \hich \af7 \loch \f7 \lang2074 \lang
fe1033 \langfenp1033 {\fs20 \dbch \af0 \hich \af7 \loch \f7 \lang2074 \langnp207
Pre nego \uc1 \u353 ?to se izaberu ljudi koji \uc
1 \u263 ?e predstavljati kroz svoj rad odre\uc1 \u273 ?enu kompaniju uvek je po\
uc1 \u382 ?eljno razmotriti kakvu poruku kompanija \uc1 \u382 ?eli da prenese po
tro\uc1 \u353 ?a\uc1 \u269 ?u. Izgra\uc1 \u273 ?eni }{\i1 \fs20 \dbch \af0 \hich
\af7 \loch \f7 \lang2074 \langnp2074 \langfe1033 \langfenp1033 imid\uc1 \u382 ?
enp1033 je komponenta koja mo\uc1 \u382 ?e mnogo doprineti. A to mo\uc1 \u382 ?
e ponekad predstavljati i najobi\uc1 \u269 ?nija majica. Ulaganje u imid\uc1 \u3
82 ?}{\cs17 \fs20 \dbch \af0 \hich \af7 \loch \af7 \lang2074 \langnp2074 \super1
\chftn {\footnote \pard \plain \s24 \li0 \ri0 \widctlpar \aspalpha \aspnum \adj
3 {\cs17 \super1 \chftn }{\fs20 \lang3098 \langnp3098 \langfe1033 \langfenp1033
fenp1033 Ranije su se, od strane Vojvo\uc1 \u273 ?anske banke, ulagala zna\uc1 \
u269 ?ajna sredstva u marketing tj. medijsko ogla\uc1 \u353 ?avanje. Poznati Vo
ban, porcelanske figure banke\uc1 \u8230 ?Danas je ipak prisutniji medijski nale
t drugih ino-banaka, dok se logo i ime uglavnom Vojvo\uc1 \u273 ?anske banke pre
poznaju u vidu sponzorstava, bilo da je re\uc1 \u269 ? o serijama ili manifestac
ijama. \uc1 \u268 ?esto su prisutni na bankarskim sajmovima i stru\uc1 \u269 ?ni
m okupljanjima. Dobitnici su nagrada za kvalitet.}}}{\fs20 \dbch \af0 \hich \af7
\loch \f7 \lang2074 \langnp2074 \langfe1033 \langfenp1033 i vo\uc1 \u273 ?enje
ra\uc1 \u269 ?una o predstavljanju kompanije javnosti va\uc1 \u382 ?an je fakto
r pri izboru potencijalnih potro\uc1 \u353 ?a\uc1 \u269 ?a tj. korisnika usluge.
Prepoznavanje, neka simpati\uc1 \u269 ?na dosetka, interesantni i lako pevljivi
slogani, boje- sve je to deo imid\uc1 \u382 ?a, koji je opet deo kredibiliteta
pa tako i same usluge. Pra\uc1 \u263 ?enje trendova me\uc1 \u273 ?u ciljnom grup
om jedan je od klju\uc1 \u269 ?nih elemenata dobro kreirane usluge. Omogu\uc1 \u
263 ?iti korisniku ono \uc1 \u353 ?to voli, na prihvatljivi na\uc1 \u269 ?in, po
nuditi mu udobnost bez \uc1 \u269 ?ekanja, bez suvi\uc1 \u353 ?nih pitanja i odl
azaka-ono je \uc1 \u353 ?to krasi savremeni na\uc1 \u269 ?in poslovanja.}{\fs20
\par }\pard \plain \qj \li0 \ri0 \widctlpar \aspalpha \aspnum \adjustright \lin0
}{
p1033 \line }{\fs20 \dbch \af0 \hich \af7 \loch \f7 \lang2074 \langnp2074 \langf
e1033 \langfenp1033
A kada taj \uc1 \u8217 ?konzument usluga\uc1 \u8217 ? do\
uc1 \u273 ?e i u\uc1 \u273 ?e u kompaniju tamo ga do\uc1 \u269 ?ekuje jedan od t
ako\uc1 \u273 ?e bitnih faktora \uc1 \u8211 ?uslu\uc1 \u382 ?ni ambijent. Ambije
nt stvara emocije jer osim ravnodu\uc1 \u353 ?nosti, koja je retka, prostor mo\u
c1 \u382 ?e celokupan uslu\uc1 \u382 ?ni momenat da u\uc1 \u269 ?ini prijatnim i
li neprijatnim. To automatski uti\uc1 \u269 ?e na odluku ho\uc1 \u263 ?e li potr
o\uc1 \u353 ?a\uc1 \u269 ? ponovo u\uc1 \u263 ?i ili ne. Prijatna atmosfera, kul
turni osmesi zaposlenih i uslu\uc1 \u382 ?nost doprine\uc1 \u263 ?e prijatnom do
\uc1 \u382 ?ivljaju. Suprotno tome, izazva\uc1 \u263 ?e se negativne reakcije. N
a\uc1 \u269 ?in ure\uc1 \u273 ?enja poslovnog prostora predstavlja\uc1 \u263 ?e
izbor menad\uc1 \u382 ?menta, i to \uc1 \u263 ?e, tako\uc1 \u273 ?e, biti deo od
abrane putanje ka izgradnji imid\uc1 \u382 ?a. }{\fs20 \dbch \af0 \hich \af7 \lo
ch \f7 \lang2074 \langnp2074 \langfe1033 \langfenp1033 \par }\pard \plain \qj \l
i0 \ri0 \widctlpar \aspalpha \aspnum \adjustright \lin0 \rin0 \itap0 \fs24 \lang
3098 \langnp3098 \langfe1033 \langfenp1033 {\fs20 \dbch \af0 \hich \af7 \loch \f
7 \lang2074 \langnp2074 \langfe1033 \langfenp1033 \line }{\fs20 \dbch \af0 \hich
\af7 \loch \f7 \lang2074 \langnp2074 \langfe1033 \langfenp1033 U zavisnosti od
klijentele utisak koji \uc1 \u263 ?e ostaviti mo\uc1 \u382 ?e biti: elegancija,
profesionalizam, srda\uc1 \u269 ?nost, toplina, hladno\uc1 \u263 ?a\uc1 \u8230 ?
Od tog izbora zavisi\uc1 \u263 ?e i reakcije: poverenje, sigurnost, zabrinutost\
uc1 \u8230 ?}{\fs20 \dbch \af0 \hich \af7 \loch \f7 \lang2074 \langnp2074 \langf
e1033 \langfenp1033 \par }\pard \plain \qj \li0 \ri0 \widctlpar \aspalpha \aspnu
m \adjustright \lin0 \rin0 \itap0 \fs24 \lang3098 \langnp3098 \langfe1033 \langf
enp1033 {\fs20 \dbch \af0 \hich \af7 \loch \f7 \lang2074 \langnp2074 \langfe1033
\langfenp1033 Negativne reakcije samo su odraz nestru\uc1 \u269 ?nosti i neflek
sibilnosti da se iza\uc1 \u273 ?e u susret klijentima. Ali u krajnjem slu\uc1 \u
269 ?aju nemogu\uc1 \u263 ?e je svakome ugoditi.}{\fs20 \dbch \af0 \hich \af7 \l
g3098 \langnp3098 \langfe1033 \langfenp1033 {\fs20 \dbch \af0 \hich \af7 \loch \
f7 \lang2074 \langnp2074 \langfe1033 \langfenp1033 Cene i njihovo obrazovanje im
a va\uc1 \u382 ?nu ulogu za strategiju poslovanja.}{\fs20 \dbch \af0 \hich \af7
\f7 \lang2074 \langnp2074 \langfe1033 \langfenp1033 Opredeljenje \uc1 \u8211 ?d
a li pove\uc1 \u263 ?ati obim potro\uc1 \u353 ?a\uc1 \u269 ?a, pove\uc1 \u263 ?a
ti profit ili postati lider u kvalitetu usmeri\uc1 \u263 ?e poslovanje.}{\fs20 \
\af0 \hich \af7 \loch \f7 \lang2074 \langnp2074 \langfe1033 \langfenp1033 U dana
\uc1 \u353 ?nje vreme, vreme globalne krize, neosporno je da lista prioriteta pr
ose\uc1 \u269 ?nog klijenta mo\uc1 \u382 ?e da se svede na \uc1 \u353 ?to manje
tro\uc1 \u353 ?kove tj. \uc1 \u353 ?to ni\uc1 \u382 ?e kamate, povoljnije kredit
e, dodatne usluge, beskamatne rate. To nije cilj kompanije i ona mora prona\uc1
\u263 ?i na\uc1 \u269 ?in da ugodi zahtevima, jer \uc1 \u263 ?e ostati bez klije
nta ukoliko konkurent ponudi bolje re\uc1 \u353 ?enje. Tada \uc1 \u263 ?e pribe\
uc1 \u263 ?i zakidanju na nekim drugim tro\uc1 \u353 ?kovima ili promeni strateg
ije.}{\fs20 \dbch \af0 \hich \af7 \loch \f7 \lang2074 \langnp2074 \langfe1033 \l
angfenp1033 \par }\pard \plain \qj \li0 \ri0 \widctlpar \aspalpha \aspnum \adjus
3
Osavremenjivanjem bankarskog sistema u\uc1 \u353 ?li smo u period velikih
izbora. Banke pro\uc1 \u353 ?iruju svoju delatnost, menjaju se i upravljaju ka
klijentima. U trci za \uc1 \u353 ?to ve\uc1 \u263 ?im brojem potro\uc1 \u353 ?a\
uc1 \u269 ?a usmereni su na pove\uc1 \u263 ?anje kvaliteta, \uc1 \u353 ?to bolju
komunikaciju sa klijentima, sve ve\uc1 \u263 ?e ogla\uc1 \u353 ?avanje. Marketi
ng, kao bitan faktor uspeha savremenog sveta, nije vi\uc1 \u353 ?e orjentisan sa
mo na informisanje o postojanju kompanija. Zna\uc1 \u269 ?ajna je uloga u obave\
uc1 \u353 ?tavanju o pogodnostima, stvaranju imid\uc1 \u382 ?a, pronala\uc1 \u38
2 ?enju ciljnih grupa, edukovanju samih zaposlenih o na\uc1 \u269 ?inu opho\uc1
\u273 ?enja sa strankama.}{\fs20 \dbch \af0 \hich \af7 \loch \f7 \lang2074 \lang
Da bi se sve to sprovelo prvenstveno mora da po
stoji zadovoljstvo i saradnja u okviru kolektiva. Kolektiv Vojvo\uc1 \u273 ?ansk
e banke u proteklih nekoliko godina drasti\uc1 \u269 ?no je smanjen. Razlog tome
bila je promena menad\uc1 \u382 ?menta ali i osavremanjivanje. Zaposleni koji d
anas rade mogu se pohvaliti nagra\uc1 \u273 ?ivanjem, povi\uc1 \u353 ?icama, nag
radnim putovanjima, seminarima. Kredibilitet banke prvenstveno je baziran na kva
litetu i profesionalnosti i vremenom se nadogra\uc1 \u273 ?uje. Ali jednom prone
vereno poverenje te\uc1 \u353 ?ko se ponovo sti\uc1 \u269 ?e.}{\fs20 \dbch \af0
\plain \qj \li0 \ri0 \widctlpar \aspalpha \aspnum \adjustright \lin0 \rin0 \ita
\af7 \loch \f7 \lang2074 \langnp2074 \langfe1033 \langfenp1033
Da bi se pr
ibli\uc1 \u382 ?ilo klijentu osim osmeha neophodno je ume\uc1 \u263 ?e i znanjeprvenstveno njegovih \uc1 \u382 ?elja i potreba. Anketa, istra\uc1 \u382 ?ivanja
ili povratne reakcije va\uc1 \u382 ?ne su u pronala\uc1 \u382 ?enju re\uc1 \u35
3 ?enja. }{\fs20 \dbch \af0 \hich \af7 \loch \f7 \lang2074 \langnp2074 \langfe10
33 \langfenp1033 \line }{\fs20 \dbch \af0 \hich \af7 \loch \f7 \lang2074 \langnp
2074 \langfe1033 \langfenp1033 Klijenti ponekad umeju da predstavljaju konkurent
e. To je pokazatelj koliko je klijent postao zahtevan i koliko i sam sposoban da
donosi odluke, procenjuje rizike, obavi uslugu.}{\cs17 \fs20 \dbch \af0 \hich
\af7 \loch \af7 \lang2074 \langnp2074 \super1 \chftn {\footnote \pard \plain \s2
4 \li0 \ri0 \widctlpar \aspalpha \aspnum \adjustright \lin0 \rin0 \itap0 \fs20 \
lang3098 \langnp3098 \langfe1033 \langfenp1033 {\cs17 \super1 \chftn }{\fs20 \la
ng3098 \langnp3098 \langfe1033 \langfenp1033 }{\fs16 \dbch \af0 \hich \af7 \loc
h \f7 \lang2074 \langnp2074 \langfe1033 \langfenp1033 U odnosu na ranije periode
, komitent je u svakom slu\uc1 \u269 ?aju po\uc1 \u353 ?te\uc1 \u273 ?en rizika
dr\uc1 \u382 ?anja novca u njegovom prvobitnom obliku koji ga je primoravao da
svoje nov\uc1 \u269 ?ane transakcije obavlja li\uc1 \u269 ?no ili putem posredni
ka. Danas je u mogu\uc1 \u263 ?nosti da konzumira osve\uc1 \u382 ?enje, posmatra
tv-program i kupi bilo \uc1 \u353 ?ta \uc1 \u353 ?to mu se svidi tako \uc1 \u35
3 ?to \uc1 \u263 ?e okrenuti broj telefona ili popuniti Internet formular. Siste
m digitalnog novca, baziranog na elektronskim nov\uc1 \u269 ?anicama, digitalnim
putem je sme\uc1 \u353 ?ten na disk ra\uc1 \u269 ?unara ili mikro\uc1 \u269 ?ip
kartice bilo da je u pitanju inteligentna kartica, digitalni novac ili mikro tr
ansakcija}{\cs17 \fs16 \dbch \af0 \hich \af7 \loch \af7 \lang2074 \langnp2074 \s
uper1 \chftn }{\fs16 \dbch \af0 \hich \af7 \loch \f7 \lang2074 \langnp2074 \lang
fe1033 \langfenp1033 .}}}{\fs20 \dbch \af0 \hich \af7 \loch \f7 \lang2074 \langn
\langfe1033 \langfenp1033
}{\fs20 \dbch \af0 \hich \af7 \loch \f7 \lang2074
gnp2074 \langfe1033 \langfenp1033
Na osnovu prethodno re\uc1 \u269 ?enog }{\i
enp1033 kvalitet usluga}{\fs20 \dbch \af0 \hich \af7 \loch \f7 \lang2074 \langnp
2074 \langfe1033 \langfenp1033 bi trebalo da je najva\uc1 \u382 ?niji uslu\uc1
\u382 ?noj organizaciji i ako se ne shvati kao kontinuiran proces neminovno je d
a \uc1 \u263 ?e takva organizacija brzo propasti. }{\fs20 \dbch \af0 \hich \af7
\lang2074 \langnp2074 \langfe1033 \langfenp1033
Kvalitet \uc1 \u269 ?esto slu
\uc1 \u382 ?i kao \uc1 \u8217 ?reper\uc1 \u8217 ? menad\uc1 \u382 ?mentu- gde se
ta firma nalazi u datom trenutku po stepenu konkurentnosti. To je pokreta\uc1 \
u269 ? koji neprestano tra\uc1 \u382 ?i promene, usavr\uc1 \u353 ?avanje, planir
anje, izgradnju novih sistema, na\uc1 \u269 ?ina, odr\uc1 \u382 ?avanje postoje\
uc1 \u263 ?ih; nove pristupe klijentima, nove standarde pa i samu ma\uc1 \u353 ?
tu.}{\fs20 \dbch \af0 \hich \af7 \loch \f7 \lang2074 \langnp2074 \langfe1033 \la
p1033 }{\fs20 \dbch \af0 \hich \af7 \loch \f7 \lang2074 \langnp2074 \langfe1033
\langfenp1033 \line }{\fs20 \dbch \af0 \hich \af7 \loch \f7 \lang2074 \langnp20
Kreativnost je neminovna stavka kod ne\uc1 \u2
69 ?ega tako neodre\uc1 \u273 ?enog i tako podlo\uc1 \u382 ?nog promenama. Dovol
jno je da se uzme u obzir broj klijenata, ako je re\uc1 \u269 ? o banci, i razmi
sli koliko ljudi ima mi\uc1 \u353 ?ljenje o ne\uc1 \u269 ?emu \uc1 \u353 ?to je
ponudila. A neprestano ponavljanje dovodi do monotonije i stagniranja.}{\fs20 \d
af0 \hich \af7 \loch \f7 \lang2074 \langnp2074 \langfe1033 \langfenp1033
}{\f
\hich \af7 \loch \f7 \lang2074 \langnp2074 \langfe1033 \langfenp1033 Mi\uc1 \u
353 ?ljenja mnogih koji se bave kvalitetom usluge jeste da ona mo\uc1 \u382 ?e d
a se do\uc1 \u382 ?ivi kroz nekoliko podru\uc1 \u269 ?ja:}{\fs20 \dbch \af0 \hic
ain \qj \fi-510 \li1590 \ri0 \widctlpar \aspalpha \aspnum \adjustright \lin1590
\rin0 \jclisttab \tx1590 \itap0 \ls8 \fs24 \lang3098 \langnp3098 \langfe1033 \la
ngfenp1033 {\listtext \pard \plain \fs24 \lang3098 \langnp3098 \langfe1033 \lang
fenp1033 \f3 \'a6\'00\tab }{\fs20 \dbch \af0 \hich \af7 \loch \f7 \lang2074 \lan
gnp2074 \langfe1033 \langfenp1033 Uslu\uc1 \u382 ?ni susret}{\fs20 \dbch \af0 \h
plain \qj \fi-510 \li1590 \ri0 \widctlpar \aspalpha \aspnum \adjustright \lin159
0 \rin0 \jclisttab \tx1590 \itap0 \ls8 \fs24 \lang3098 \langnp3098 \langfe1033 \
langfenp1033 {\listtext \pard \plain \fs24 \lang3098 \langnp3098 \langfe1033 \la
ngfenp1033 \f3 \'a6\'00\tab }{\fs20 \dbch \af0 \hich \af7 \loch \f7 \lang2074 \l
angnp2074 \langfe1033 \langfenp1033 Dizajn usluge}{\fs20 \dbch \af0 \hich \af7 \
loch \f7 \lang2074 \langnp2074 \langfe1033 \langfenp1033 \par }\pard \plain \qj
\fi-510 \li1590 \ri0 \widctlpar \aspalpha \aspnum \adjustright \lin1590 \rin0 \j
clisttab \tx1590 \itap0 \ls8 \fs24 \lang3098 \langnp3098 \langfe1033 \langfenp10
\f3 \'a6\'00\tab }{\fs20 \dbch \af0 \hich \af7 \loch \f7 \lang2074 \langnp2074
\langfe1033 \langfenp1033 Produktivnost usluge}{\fs20 \dbch \af0 \hich \af7 \loc
h \f7 \lang2074 \langnp2074 \langfe1033 \langfenp1033 \par }\pard \plain \qj \fi
-510 \li1590 \ri0 \widctlpar \aspalpha \aspnum \adjustright \lin1590 \rin0 \jcli
sttab \tx1590 \itap0 \ls8 \fs24 \lang3098 \langnp3098 \langfe1033 \langfenp1033
{\listtext \pard \plain \fs24 \lang3098 \langnp3098 \langfe1033 \langfenp1033 \f
3 \'a6\'00\tab }{\fs20 \dbch \af0 \hich \af7 \loch \f7 \lang2074 \langnp2074 \la
ngfe1033 \langfenp1033 Uslu\uc1 \u382 ?ne organizacije i kulture\uc1 \u8230 ?}{\
1033 \par }\pard \plain \qj \li1080 \ri0 \widctlpar \aspalpha \aspnum \adjustrig
ht \lin1080 \rin0 \itap0 \fs24 \lang3098 \langnp3098 \langfe1033 \langfenp1033 {
Svaka firma koja \uc1 \u382 ?eli trajni odnos sa potro\uc1 \u353 ?a\uc1 \u26
9 ?em a naro\uc1 \u269 ?ito ona koja zbog svog karaktera ima direktan }{\i1 \fs2
3 kontakt}{\fs20 \dbch \af0 \hich \af7 \loch \f7 \lang2074 \langnp2074 \langfe10
33 \langfenp1033 prilikom pru\uc1 \u382 ?anja usluge, mora posebnu pa\uc1 \u382
?nju da posveti uslu\uc1 \u382 ?nom kontaktu. Neki nau\uc1 \u269 ?nici nagla\uc
1 \u353 ?avaju da je nekoliko prvih sekundi od presudnog zna\uc1 \u269 ?aja za s
ticanje utiska i opredeljivanja za budu\uc1 \u263 ?u saradnju. Nekada nije samo
bitno uspe\uc1 \u353 ?no pru\uc1 \u382 ?iti uslugu ve\uc1 \u263 ? izgraditi na\u
c1 \u269 ?ine za dugoro\uc1 \u269 ?nu saradnju.}{\fs20 \dbch \af0 \hich \af7 \lo
7 \lang2074 \langnp2074 \langfe1033 \langfenp1033 \line }{\fs20 \dbch \af0 \hich
\af7 \loch \f7 \lang2074 \langnp2074 \langfe1033 \langfenp1033 Ali ono \uc1 \u3
53 ?to mora ostati konstanta jeste da proizvod tj. usluga sama po sebi mora imat
i kvalitet.}{\fs20 \dbch \af0 \hich \af7 \loch \f7 \lang2074 \langnp2074 \langfe
1033 \langfenp1033 \par }\pard \plain \qj \li0 \ri0 \widctlpar \aspalpha \aspnum
\adjustright \lin0 \rin0 \itap0 \fs24 \lang3098 \langnp3098 \langfe1033 \langfe
np1033 {\fs20 \dbch \af0 \hich \af7 \loch \f7 \lang2074 \langnp2074 \langfe1033
\langfenp1033
Strategija }{\i1 \fs20 \dbch \af0 \hich \af7 \loch \f7 \lang207
4 \langnp2074 \langfe1033 \langfenp1033 dizajniranja}{\fs20 \dbch \af0 \hich \af
7 \loch \f7 \lang2074 \langnp2074 \langfe1033 \langfenp1033 usluga odgovara na
pitanje:}{\fs20 \dbch \af0 \hich \af7 \loch \f7 \lang2074 \langnp2074 \langfe103
3 \langfenp1033 \par }\pard \plain \li0 \ri0 \widctlpar \aspalpha \aspnum \adjus
np1033 Da li se ostvaruje maksimalna efikasnost zadovoljenja potrebe klijenata,
potro\uc1 \u353 ?a\uc1 \u269 ?a? }{\fs20 \dbch \af0 \hich \af7 \loch \f7 \lang20
74 \langnp2074 \langfe1033 \langfenp1033 \line }{\fs20 \dbch \af0 \hich \af7 \lo
ch \f7 \lang2074 \langnp2074 \langfe1033 \langfenp1033
Uslu\uc1 \u382 ?na }{\
i1 \fs20 \dbch \af0 \hich \af7 \loch \f7 \lang2074 \langnp2074 \langfe1033 \lang
fenp1033 produktivnost}{\fs20 \dbch \af0 \hich \af7 \loch \f7 \lang2074 \langnp2
074 \langfe1033 \langfenp1033 predstavlja odnos izme\uc1 \u273 ?u kvaliteta i k
vantiteta proizvedene robe i usluge i koli\uc1 \u269 ?ine kori\uc1 \u353 ?\uc1 \
u263 ?enih resursa za njihovu proizvodnju i isporuku.}{\fs20 \dbch \af0 \hich \
loch \f7 \lang2074 \langnp2074 \langfe1033 \langfenp1033
Organizaciona }{\i1
p1033 kultura}{\fs20 \dbch \af0 \hich \af7 \loch \f7 \lang2074 \langnp2074 \lang
fe1033 \langfenp1033 je od va\uc1 \u382 ?nosti za svaki segment poslovanja. Ali
naravno, potro\uc1 \u353 ?a\uc1 \u269 ? daje kona\uc1 \u269 ?nu re\uc1 \u269 ?
i treba osmisliti takvu strategiju koja \uc1 \u263 ?e privu\uc1 \u269 ?ene potro
\uc1 \u353 ?a\uc1 \u269 ?e zadr\uc1 \u382 ?ati, zadovoljiti i privu\uc1 \u263 ?i
nove. }{\fs20 \dbch \af0 \hich \af7 \loch \f7 \lang2074 \langnp2074 \langfe1033
\langfenp1033 \par }\pard \plain \qj \li0 \ri0 \widctlpar \aspalpha \aspnum \ad
justright \lin0 \rin0 \itap0 \fs24 \lang3098 \langnp3098 \langfe1033 \langfenp10
33 {\fs20 \dbch \af0 \hich \af7 \loch \f7 \lang2074 \langnp2074 \langfe1033 \lan
gfenp1033
I do sada je re\uc1 \u269 ?eno o na\uc1 \u269 ?inima zadovoljavanja
potreba ali ne sme se zaboraviti da presudnu ulogu ima psiholo\uc1 \u353 ?ki as
pekt potro\uc1 \u353 ?a\uc1 \u269 ?a. Ukoliko se potro\uc1 \u353 ?a\uc1 \u269 ?
dobro upozna postoje mnogi na\uc1 \u269 ?ini da se stvori slika da se njegove po
trebe zadovoljavaju \uc1 \u8211 ?\uc1 \u353 ?to je pogre\uc1 \u353 ?na postavka.
Sve je vi\uc1 \u353 ?e na\uc1 \u269 ?ina da potro\uc1 \u353 ?a\uc1 \u269 ? bude
na lep na\uc1 \u269 ?in nagovoren, odnosno, da mu se kreiraju potrebe.}{\fs20 \

}{\
Korist koju potro\uc1 \u353 ?a\uc1 \u269 ? dobija od usluge od presudnog je zna\
uc1 \u269 ?aja za procenu samog kvaliteta. To je ono \uc1 \u353 ?to potro\uc1 \u
353 ?a\uc1 \u269 ? dobija u procesu uslu\uc1 \u382 ?ivanja. S druge strane, funk
cionalni kvalitet predstavlja se odnosi na to kako se usluga dobija, prima, do\u
c1 \u382 ?ivljava ili isporu\uc1 \u269 ?uje.}{\fs20 \dbch \af0 \hich \af7 \loch
ngnp3098 \langfe1033 \langfenp1033 {\fs20 \dbch \af0 \hich \af7 \loch \f7 \lang2
074 \langnp2074 \langfe1033 \langfenp1033 Istra\uc1 \u382 ?ivanja su pokazala da
postoje i odre\uc1 \u273 ?ene determinante koje se mogu uzeti kao kriterijumi p
rilikom ocenjivanja usluge:}{\fs20 \dbch \af0 \hich \af7 \loch \f7 \lang2074 \la
ngnp2074 \langfe1033 \langfenp1033 \par }\pard \plain \qj \li0 \ri0 \widctlpar \
\fs24 \lang3098 \langnp3098 \langfe1033 \langfenp1033 \f3 \'a6\'00\tab }{\fs20 \
dbch \af0 \hich \af7 \loch \f7 \lang2074 \langnp2074 \langfe1033 \langfenp1033 P
ouzdanost}{\fs20 \dbch \af0 \hich \af7 \loch \f7 \lang2074 \langnp2074 \langfe10
33 \langfenp1033 \par }\pard \plain \qj \fi-510 \li1590 \ri0 \widctlpar \aspalph
a \aspnum \adjustright \lin1590 \rin0 \jclisttab \tx1590 \itap0 \ls9 \fs24 \lang
3098 \langnp3098 \langfe1033 \langfenp1033 {\listtext \pard \plain \fs24 \lang30
98 \langnp3098 \langfe1033 \langfenp1033 \f3 \'a6\'00\tab }{\fs20 \dbch \af0 \hi
ch \af7 \loch \f7 \lang2074 \langnp2074 \langfe1033 \langfenp1033 Sigurnost}{\fs
33 \par }\pard \plain \qj \fi-510 \li1590 \ri0 \widctlpar \aspalpha \aspnum \adj
ustright \lin1590 \rin0 \jclisttab \tx1590 \itap0 \ls9 \fs24 \lang3098 \langnp30
\langfe1033 \langfenp1033 \f3 \'a6\'00\tab }{\fs20 \dbch \af0 \hich \af7 \loch
\f7 \lang2074 \langnp2074 \langfe1033 \langfenp1033 Kurtoaznost }{\fs20 \dbch \a
ard \plain \qj \fi-510 \li1590 \ri0 \widctlpar \aspalpha \aspnum \adjustright \l
3 \langfenp1033 \f3 \'a6\'00\tab }{\fs20 \dbch \af0 \hich \af7 \loch \f7 \lang20
74 \langnp2074 \langfe1033 \langfenp1033 Kredibilitet}{\fs20 \dbch \af0 \hich \a
\qj \fi-510 \li1590 \ri0 \widctlpar \aspalpha \aspnum \adjustright \lin1590 \rin
0 \jclisttab \tx1590 \itap0 \ls9 \fs24 \lang3098 \langnp3098 \langfe1033 \langfe
np1033 {\listtext \pard \plain \fs24 \lang3098 \langnp3098 \langfe1033 \langfenp
1033 \f3 \'a6\'00\tab }{\fs20 \dbch \af0 \hich \af7 \loch \f7 \lang2074 \langnp2
074 \langfe1033 \langfenp1033 Opipljivost}{\fs20 \dbch \af0 \hich \af7 \loch \f7
\lang2074 \langnp2074 \langfe1033 \langfenp1033 \par }\pard \plain \qj \fi-510
\li1590 \ri0 \widctlpar \aspalpha \aspnum \adjustright \lin1590 \rin0 \jclisttab
\tx1590 \itap0 \ls9 \fs24 \lang3098 \langnp3098 \langfe1033 \langfenp1033 {\lis
ttext \pard \plain \fs24 \lang3098 \langnp3098 \langfe1033 \langfenp1033 \f3 \'a
6\'00\tab }{\fs20 \dbch \af0 \hich \af7 \loch \f7 \lang2074 \langnp2074 \langfe1
033 \langfenp1033 Pristupa\uc1 \u269 ?nost}{\fs20 \dbch \af0 \hich \af7 \loch \f
a6\'00\tab }{\fs20 \dbch \af0 \hich \af7 \loch \f7 \lang2074 \langnp2074 \langfe
1033 \langfenp1033 Osetljivost }{\fs20 \dbch \af0 \hich \af7 \loch \f7 \lang2074
\langnp2074 \langfe1033 \langfenp1033 \par }\pard \plain \qj \fi-510 \li1590 \r
i0 \widctlpar \aspalpha \aspnum \adjustright \lin1590 \rin0 \jclisttab \tx1590 \
itap0 \ls9 \fs24 \lang3098 \langnp3098 \langfe1033 \langfenp1033 {\listtext \par
d \plain \fs24 \lang3098 \langnp3098 \langfe1033 \langfenp1033 \f3 \'a6\'00\tab
enp1033 Komunikativnost}{\fs20 \dbch \af0 \hich \af7 \loch \f7 \lang2074 \langnp
2074 \langfe1033 \langfenp1033 \par }\pard \plain \qj \fi-510 \li1590 \ri0 \widc
tlpar \aspalpha \aspnum \adjustright \lin1590 \rin0 \jclisttab \tx1590 \itap0 \l
s9 \fs24 \lang3098 \langnp3098 \langfe1033 \langfenp1033 {\listtext \pard \plain
\fs24 \lang3098 \langnp3098 \langfe1033 \langfenp1033 \f3 \'a6\'00\tab }{\fs20
Kompetentnost\uc1 \u8230 ?}{\fs20 \dbch \af0 \hich \af7 \loch \f7 \lang2074 \lan
gfe1033 \langfenp1033 {\fs20 \dbch \af0 \hich \af7 \loch \f7 \lang2074 \langnp20
74 \langfe1033 \langfenp1033 \par }\pard \plain \qj \li0 \ri0 \widctlpar \aspalp
33 \langfenp1033 {\i1 \fs20 \dbch \af0 \hich \af7 \loch \f7 \lang2074 \langnp207
4 \langfe1033 \langfenp1033 Pouzdanost}{\fs20 \dbch \af0 \hich \af7 \loch \f7 \l
ang2074 \langnp2074 \langfe1033 \langfenp1033 -sposobnost da se ta\uc1 \u269 ?no
i dosledno pru\uc1 \u382 ?i odre\uc1 \u273 ?ena, vrlo \uc1 \u269 ?esto, obe\uc1
\u263 ?ana usluga. To podrazumeva pru\uc1 \u382 ?anje usluge na vreme, obe\uc1
\u263 ?anog kvaliteta i na pravi na\uc1 \u269 ?in.}{\fs20 \dbch \af0 \hich \af7
ang3098 \langnp3098 \langfe1033 \langfenp1033 {\i1 \fs20 \dbch \af0 \hich \af7 \
loch \f7 \lang2074 \langnp2074 \langfe1033 \langfenp1033 Sigurnost}{\fs20 \dbch
\af0 \hich \af7 \loch \f7 \lang2074 \langnp2074 \langfe1033 \langfenp1033 -oslob
a\uc1 \u273 ?anje od rizika, opasnosti i neizvesnosti.}{\fs20 \dbch \af0 \hich \
4 \lang3098 \langnp3098 \langfe1033 \langfenp1033 {\i1 \fs20 \dbch \af0 \hich \a
f7 \loch \f7 \lang2074 \langnp2074 \langfe1033 \langfenp1033 Kurtoaznost}{\fs20
\uc1 \u8211 ?u\uc1 \u269 ?tivost, respekt, prijateljsko ose\uc1 \u263 ?anje. Ob
zirnost prema klijentu i njegovoj imovini.}{\fs20 \dbch \af0 \hich \af7 \loch \f
\langnp3098 \langfe1033 \langfenp1033 {\i1 \fs20 \dbch \af0 \hich \af7 \loch \f7
\lang2074 \langnp2074 \langfe1033 \langfenp1033 Pristupa\uc1 \u269 ?nost}{\fs20
-olak\uc1 \u353 ?ava kontakt. Bez mnogo \uc1 \u269 ?ekanja i nepotrebne aroganc
ije.}{\fs20 \dbch \af0 \hich \af7 \loch \f7 \lang2074 \langnp2074 \langfe1033 \l
angfenp1033 \par }\pard \plain \qj \li0 \ri0 \widctlpar \aspalpha \aspnum \adjus
{\i1 \fs20 \dbch \af0 \hich \af7 \loch \f7 \lang2074 \langnp2074 \langfe1033 \la
ngfenp1033 Kredibilitet}{\fs20 \dbch \af0 \hich \af7 \loch \f7 \lang2074 \langnp
2074 \langfe1033 \langfenp1033 -postojanost, solventnost, poverenje. To je od ve
like va\uc1 \u382 ?nosti ozbiljnim kompanijama.}{\fs20 \dbch \af0 \hich \af7 \lo
3098 \langnp3098 \langfe1033 \langfenp1033 {\i1 \fs20 \dbch \af0 \hich \af7 \loc
h \f7 \lang2074 \langnp2074 \langfe1033 \langfenp1033 Opipljivost}{\fs20 \dbch \
af0 \hich \af7 \loch \f7 \lang2074 \langnp2074 \langfe1033 \langfenp1033 -fizi\u
c1 \u269 ?ki dokazi opreme i tehnologije, pojavne oblike kompanije koji predstav
ljaju prezentaciju sa kim se ulazi u poslovne odnose.}{\fs20 \dbch \af0 \hich \a
\lang3098 \langnp3098 \langfe1033 \langfenp1033 {\i1 \fs20 \dbch \af0 \hich \af
7 \loch \f7 \lang2074 \langnp2074 \langfe1033 \langfenp1033 Osetljivost}{\fs20 \
dbch \af0 \hich \af7 \loch \f7 \lang2074 \langnp2074 \langfe1033 \langfenp1033 spremnost i odlu\uc1 \u269 ?nost osoblja. Brzo i fleksibilno pru\uc1 \u382 ?iti
pomo\uc1 \u263 ?.}{\fs20 \dbch \af0 \hich \af7 \loch \f7 \lang2074 \langnp2074 \
langfe1033 \langfenp1033 \par }\pard \plain \qj \li0 \ri0 \widctlpar \aspalpha \
langfenp1033 {\i1 \fs20 \dbch \af0 \hich \af7 \loch \f7 \lang2074 \langnp2074 \l
angfe1033 \langfenp1033 Komunikativnost}{\fs20 \dbch \af0 \hich \af7 \loch \f7 \
lang2074 \langnp2074 \langfe1033 \langfenp1033 \uc1 \u8211 ?\uc1 \u269 ?ini pot
ro\uc1 \u353 ?a\uc1 \u269 ?e dobro informisanim i u toku. Jednostavnim jezikom p
redo\uc1 \u269 ?iti va\uc1 \u382 ?ne informacije.}{\fs20 \dbch \af0 \hich \af7 \
ng3098 \langnp3098 \langfe1033 \langfenp1033 {\i1 \fs20 \dbch \af0 \hich \af7 \l
och \f7 \lang2074 \langnp2074 \langfe1033 \langfenp1033 Kompetentnost}{\fs20 \db
ch \af0 \hich \af7 \loch \f7 \lang2074 \langnp2074 \langfe1033 \langfenp1033 - p
osedovanje znanja i ve\uc1 \u353 ?tina za izvr\uc1 \u353 ?enje usluga. To podraz
umeva osoblje u direktno kontaktu sa potro\uc1 \u353 ?a\uc1 \u269 ?ima kao i men
ad\uc1 \u382 ?ment.}{\fs20 \dbch \af0 \hich \af7 \loch \f7 \lang2074 \langnp2074
gfe1033 \langfenp1033 \par }\pard \plain \qj \li0 \ri0 \widctlpar \aspalpha \asp
gfenp1033 {\fs20 \dbch \af0 \hich \af7 \loch \f7 \lang2074 \langnp2074 \langfe10
33 \langfenp1033
Ono \uc1 \u353 ?to je klijentu od va\uc1 \u382 ?nosti jeste
da posluje sa }{\i1 \fs20 \dbch \af0 \hich \af7 \loch \f7 \lang2074 \langnp2074
\langfe1033 \langfenp1033 pouzdanim}{\fs20 \dbch \af0 \hich \af7 \loch \f7 \lan
g2074 \langnp2074 \langfe1033 \langfenp1033 organizacijama, da u mno\uc1 \u353
?tvu usluga koje se nude postoji }{\i1 \fs20 \dbch \af0 \hich \af7 \loch \f7 \l
ang2074 \langnp2074 \langfe1033 \langfenp1033 spremnost}{\fs20 \dbch \af0 \hich
\af7 \loch \f7 \lang2074 \langnp2074 \langfe1033 \langfenp1033 da se ba\uc1 \u3
53 ? njemu iza\uc1 \u273 ?e u susret i zadovolje prohtevi, da nailazi na ljubazn
ost i }{\i1 \fs20 \dbch \af0 \hich \af7 \loch \f7 \lang2074 \langnp2074 \langfe1
033 \langfenp1033 uslu\uc1 \u382 ?nost}{\fs20 \dbch \af0 \hich \af7 \loch \f7 \l
ang2074 \langnp2074 \langfe1033 \langfenp1033 i da mu je }{\i1 \fs20 \dbch \af0
\hich \af7 \loch \f7 \lang2074 \langnp2074 \langfe1033 \langfenp1033 udobnost
enp1033 tj. lagodnost prilikom kontakata ili transakcija omogu\uc1 \u263 ?ena.}{
\par }\pard \plain \qj \li0 \ri0 \widctlpar \aspalpha \aspnum \adjustright \lin
0 \rin0 \itap0 \fs24 \lang3098 \langnp3098 \langfe1033 \langfenp1033 {\fs20 \dbc
h \af0 \hich \af7 \loch \f7 \lang2074 \langnp2074 \langfe1033 \langfenp1033
Prilikom pru\uc1 \u382 ?anja usluga mogu\uc1 \u263 ?e je da se pojave odre\uc1 \
u273 ?eni problemi koji \uc1 \u263 ?e tada predstavljati indikatore da u poslova
nju odre\uc1 \u273 ?ene kompanije ne\uc1 \u353 ?to nije kako treba.}{\fs20 \dbch
}\pard \plain \qj \li0 \ri0 \widctlpar \aspalpha \aspnum \adjustright \lin0 \rin
\hich \af7 \loch \f7 \lang2074 \langnp2074 \langfe1033 \langfenp1033 Postoje na
\uc1 \u269 ?ini da se analizira tj. prati konstante koje do toga mogu dovesti.}{
Usluga, kao \uc1 \u353 ?to je re\uc1 \u269 ?eno, nije opipljiva-to predstavlja
ote\uc1 \u382 ?avaju\uc1 \u263 ?u okolnost. Ne postoje delovi proizvoda koji se
mogu zameniti ako imaju gre\uc1 \u353 ?ku. Neophodno je shvatiti na\uc1 \u269 ?i
n na koji potro\uc1 \u353 ?a\uc1 \u269 ?i opa\uc1 \u382 ?aju i do\uc1 \u382 ?ivl
javaju uslugu i uslu\uc1 \u382 ?ni kvalitet. To je usko povezano sa percepcijom
koja proizilazi iz o\uc1 \u269 ?ekivanja.}{\fs20 \dbch \af0 \hich \af7 \loch \f7
g2074 \langnp2074 \langfe1033 \langfenp1033 \line }{\fs20 \dbch \af0 \hich \af7
\loch \f7 \lang2074 \langnp2074 \langfe1033 \langfenp1033 I na kraju ta usluga
biva ocenjena u zavisnosti koliko je uspela da zadovolji kriterijume. Ali ne sa
mo na osnovu rezultata nego i na osnovu sveop\uc1 \u353 ?teg utiska koji obuhvat
a i samo pru\uc1 \u382 ?anje usluge.}{\fs20 \dbch \af0 \hich \af7 \loch \f7 \lan
g2074 \langnp2074 \langfe1033 \langfenp1033 \par }\pard \plain \qj \li0 \ri0 \wi
dctlpar \aspalpha \aspnum \adjustright \lin0 \rin0 \itap0 \fs24 \lang3098 \langn
p3098 \langfe1033 \langfenp1033 {\fs20 \dbch \af0 \hich \af7 \loch \f7 \lang2074
gnp2074 \langfe1033 \langfenp1033 Da bi menad\uc1 \u382 ?ment shvatio gde se pr
oblem javlja neophodno je da sagleda nekoliko aspekata:}{\fs20 \dbch \af0 \hich
in \qj \li0 \ri0 \widctlpar \aspalpha \aspnum \adjustright \lin0 \rin0 \itap0 \f
s24 \lang3098 \langnp3098 \langfe1033 \langfenp1033 {\fs20 \dbch \af0 \hich \af7
j \fi-360 \li1440 \ri0 \widctlpar \aspalpha \aspnum \adjustright \lin1440 \rin0
\jclisttab \tx1440 \itap0 \ls10 \fs24 \lang3098 \langnp3098 \langfe1033 \langfen
p1033 {\listtext \pard \plain \fs24 \lang3098 \langnp3098 \langfe1033 \langfenp1
033 \f3 e\'00\tab }{\fs20 \dbch \af0 \hich \af7 \loch \f7 \lang2074 \langnp2074
\langfe1033 \langfenp1033 Da li postoje odstupanja izme\uc1 \u273 ?u o\uc1 \u269
?ekivanja potro\uc1 \u353 ?a\uc1 \u269 ?a i onoga \uc1 \u353 ?to kompanija smat
ra da su o\uc1 \u269 ?ekivanja ?}{\fs20 \dbch \af0 \hich \af7 \loch \f7 \lang207
4 \langnp2074 \langfe1033 \langfenp1033 \par }\pard \plain \qj \fi-360 \li1440 \
ri0 \widctlpar \aspalpha \aspnum \adjustright \lin1440 \rin0 \jclisttab \tx1440
\itap0 \ls10 \fs24 \lang3098 \langnp3098 \langfe1033 \langfenp1033 {\listtext \p
ard \plain \fs24 \lang3098 \langnp3098 \langfe1033 \langfenp1033 \f3 e\'00\tab }
np1033 Da li su specifikacije kvaliteta usluge konzistentne percepciji menad\uc1
\u382 ?menta?}{\fs20 \dbch \af0 \hich \af7 \loch \f7 \lang2074 \langnp2074 \lan
gfe1033 \langfenp1033 \par }\pard \plain \qj \fi-360 \li1440 \ri0 \widctlpar \as
palpha \aspnum \adjustright \lin1440 \rin0 \jclisttab \tx1440 \itap0 \ls10 \fs24
\lang3098 \langnp3098 \langfe1033 \langfenp1033 {\listtext \pard \plain \fs24 \
lang3098 \langnp3098 \langfe1033 \langfenp1033 \f3 e\'00\tab }{\fs20 \dbch \af0
\hich \af7 \loch \f7 \lang2074 \langnp2074 \langfe1033 \langfenp1033 Da li je os
oblje dovoljno kompetentno da do kraja realizuje specifikaciju usluge?}{\fs20 \d
ar }\pard \plain \qj \fi-360 \li1440 \ri0 \widctlpar \aspalpha \aspnum \adjustri
ght \lin1440 \rin0 \jclisttab \tx1440 \itap0 \ls10 \fs24 \lang3098 \langnp3098 \
ngfe1033 \langfenp1033 \f3 e\'00\tab }{\fs20 \dbch \af0 \hich \af7 \loch \f7 \la
ng2074 \langnp2074 \langfe1033 \langfenp1033 Da li postoji sposobnost da se ispo
ru\uc1 \u269 ?i obe\uc1 \u263 ?an kvalitet usluge?...}{\fs20 \dbch \af0 \hich \a
fi-466 \li1260 \ri0 \widctlpar \aspalpha \aspnum \adjustright \lin1260 \rin0 \jc
\f3 \'ac\'00\tab }{\fs20 \dbch \af0 \hich \af7 \loch \f7 \lang2074 \langnp2074
\langfe1033 \langfenp1033 U prvom slu\uc1 \u269 ?aju bi bila po\uc1 \u382 ?eljna
promena u menad\uc1 \u382 ?mentu jer nije u stanju da opazi ili oslu\uc1 \u353
?kuje potrebe potro\uc1 \u353 ?a\uc1 \u269 ?a, u drugom slu\uc1 \u269 ?aju kvali
tet se ne nalazi na vrhu prioriteta kompanije, \uc1 \u353 ?to je uvek pogre\uc1
\u353 ?no. Sposobnost ili bolje re\uc1 \u263 ?i nesposobnost osoblja predstavlja
ko\uc1 \u269 ?nicu u realizaciji planiranog i tada je vrlo te\uc1 \u353 ?ko \uc
1 \u8217 ?izneti\uc1 \u8217 ? uslugu do kraja kada od najslabije karike zavisi c
elokupan proces. }{\fs20 \dbch \af0 \hich \af7 \loch \f7 \lang2074 \langnp2074 \
langfenp1033 {\fs20 \dbch \af0 \hich \af7 \loch \f7 \lang2074 \langnp2074 \langf
e1033 \langfenp1033 \par }\pard \plain \s22 \qc \li0 \ri0 \widctlpar \aspalpha \
aspnum \adjustright \lin0 \rin0 \itap0 \b1 \fs40 \lang1060 \langnp1060 \langfe10
0 \langfe1033 \langfenp1033 \par }\pard \plain \s22 \ql \li0 \ri0 \widctlpar \as
palpha \aspnum \adjustright \lin0 \rin0 \itap0 \b1 \fs40 \lang1060 \langnp1060 \
langfe1033 \langfenp1033 {\b1 \fs20 \dbch \af0 \hich \af7 \loch \f7 \lang1060 \l
angnp1060 \langfe1033 \langfenp1033 \par }\pard \plain \s22 \ql \li0 \ri0 \widct
lpar \aspalpha \aspnum \adjustright \lin0 \rin0 \itap0 \b1 \fs40 \lang1060 \lang
np1060 \langfe1033 \langfenp1033 {\b1 \fs24 \dbch \af0 \hich \af7 \loch \f7 \lan
g1060 \langnp1060 \langfe1033 \langfenp1033 Izgradnja odnosa sa potro\uc1 \u353
?a\uc1 \u269 ?ima}{\b1 \fs24 \dbch \af0 \hich \af7 \loch \f7 \lang1060 \langnp10
60 \langfe1033 \langfenp1033 \par }\pard \plain \s19 \qj \li0 \ri0 \widctlpar \a
gfe1033 \langfenp1033 {\b1 \fs20 \dbch \af0 \hich \af7 \loch \f7 \lang2058 \lang
np2058 \langfe1033 \langfenp1033 \par }\pard \plain \s19 \qj \li0 \ri0 \widctlpa
\langfe1033 \langfenp1033 {\b1 \fs20 \dbch \af0 \hich \af7 \loch \f7 \lang2058 \
langnp2058 \langfe1033 \langfenp1033 \par }\pard \plain \s19 \qj \fi720 \li0 \ri
g2058 \langnp2058 \langfe1033 \langfenp1033 Kada potro\uc1 \u353 ?a\uc1 \u269 ?
nai\uc1 \u273 ?e na novi tip investicije u okviru finansijske institucije, mora
imati nekoliko sastanaka sa finansijskim savetnikom kako bi bio siguran koji pro
izvod zadovoljava njegove potrebe. Sastanak se mo\uc1 \u382 ?e zakazati telefono
m, a mo\uc1 \u382 ?e biti i drugih telefonskih razgovora pre potpisivanja ugovor
a za investiranje. U ovom periodu potro\uc1 \u353 ?a\uc1 \u269 ? je uklju\uc1 \u
269 ?en u transakciju i svaki put kada se sretne sa finansijskim savetnikom, de\
uc1 \u353 ?ava se kontakt. Ako se periodom transakcije dobro upravlja, potro\uc1
\u353 ?a\uc1 \u269 ? \uc1 \u263 ?e se verovatno vratiti kod istog savetnika kad
a mu ustreba sli\uc1 \u269 ?na usluga. Zna\uc1 \u269 ?i, veza se nastavlja i kad
a se pojavi novi transakcioni period.}{\fs20 \dbch \af0 \hich \af7 \loch \f7 \la
ng2058 \langnp2058 \langfe1033 \langfenp1033 \par }\pard \plain \s19 \qj \fi720
\f7 \lang2058 \langnp2058 \langfe1033 \langfenp1033 Ovo ilustruje kako se veza i
zme\uc1 \u273 ?u pojedinca i finansijske institucije mo\uc1 \u382 ?e razbiti u s
eriju opa\uc1 \u382 ?enih transakcionih perioda. Transakcioni period, opet, mo\u
c1 \u382 ?e se podeliti na seriju kontakata. Kriti\uc1 \u269 ?ni element kontakt
a je \uc1 \u8220 ?trenutak istine\uc1 \u8221 ? ili \uc1 \u8220 ?uslu\uc1 \u382 ?
ni susret\uc1 \u8221 ?. To je ta\uc1 \u269 ?ka direktnog kontakta potro\uc1 \u35
3 ?a\uc1 \u269 ?a i finansijske institucije. Inetrakcija mo\uc1 \u382 ?e imati v
i\uc1 \u353 ?e razli\uc1 \u269 ?itih formi. Na primer, potro\uc1 \u353 ?a\uc1 \u
269 ? mo\uc1 \u382 ?e komunicirati sa personalom \uc1 \u8220 ?licem u lice\uc1 \
u8221 ?, telefonom, pismom, ili mo\uc1 \u382 ?e komunicirati preko ATM ili neke
druge tehnologije.}{\fs20 \dbch \af0 \hich \af7 \loch \f7 \lang2058 \langnp2058
\langfe1033 \langfenp1033 \par }\pard \plain \s19 \qj \li0 \ri0 \widctlpar \aspa
1033 \langfenp1033 {\fs20 \dbch \af0 \hich \af7 \loch \f7 \lang2058 \langnp2058
\langfe1033 \langfenp1033 Svaki put kada se desi kontakt ili interakcija, postoj
i mogu\uc1 \u263 ?nost da potro\uc1 \u353 ?a\uc1 \u269 ? proceni nivo pru\uc1 \u
382 ?ene usluge i da formira mi\uc1 \u353 ?ljenje o celokupnoj vezi sa pru\uc1 \
u382 ?aocem finansijske usluge. Va\uc1 \u382 ?no je da finansijske institucije r
azumeju kroz \uc1 \u353 ?ta potro\uc1 \u353 ?a\uc1 \u269 ? prolazi tokom uslu\uc
1 \u382 ?nog susreta, kako bi veza sa potro\uc1 \u353 ?a\uc1 \u269 ?em bila pobo
lj\uc1 \u353 ?ana i prolongirana}{\fs20 \dbch \af0 \hich \af7 \loch \f7 \lang205
8 \langnp2058 \langfe1033 \langfenp1033 \par }\pard \plain \s19 \qj \li0 \ri0 \w
np1060 \langfe1033 \langfenp1033 {\b1 \fs20 \dbch \af0 \hich \af7 \loch \f7 \lan
g2058 \langnp2058 \langfe1033 \langfenp1033 \par }\pard \plain \s19 \qj \li0 \ri
g2058 \langnp2058 \langfe1033 \langfenp1033 Postoji ve\uc1 \u263 ?i broj koristi
vezan za zadr\uc1 \u382 ?avanje postoje\uc1 \u263 ?ih potro\uc1 \u353 ?a\uc1 \u
269 ?a i razvojem dugoro\uc1 \u269 ?nih veza.}{\fs20 \dbch \af0 \hich \af7 \loch
\f7 \lang2058 \langnp2058 \langfe1033 \langfenp1033 \par }\pard \plain \s19 \qj
\fi-360 \li360 \ri0 \widctlpar \aspalpha \aspnum \adjustright \lin360 \rin0 \jc
\f2 \'b7\'00\tab }{\i1 \fs20 \dbch \af0 \hich \af7 \loch \f7 \lang1031 \langnp10
31 \langfe1033 \langfenp1033 Potrebno je vreme da se zarade pare od potro\uc1 \u
353 ?a\uc1 \u269 ?a}{\fs20 \dbch \af0 \hich \af7 \loch \f7 \lang1031 \langnp1031
\langfe1033 \langfenp1033 \par }\pard \plain \s19 \qj \fi-360 \li360 \ri0 \widc
tlpar \aspalpha \aspnum \adjustright \lin360 \rin0 \jclisttab \tx360 \itap0 \ls1
\fs28 \lang1060 \langnp1060 \langfe1033 \langfenp1033 \f2 \'b7\'00\tab }{\i1 \fs
33 Tro\uc1 \u353 ?kovi prodaje i marketinga se amortizuju tokom du\uc1 \u382 ?eg
\uc1 \u382 ?ivota potro\uc1 \u353 ?a\uc1 \u269 ?a }{\fs20 \dbch \af0 \hich \af7
\loch \f7 \lang2058 \langnp2058 \langfe1033 \langfenp1033 \par }\pard \plain \s
19 \qj \fi-360 \li360 \ri0 \widctlpar \aspalpha \aspnum \adjustright \lin360 \ri
n0 \jclisttab \tx360 \itap0 \ls12 \fs28 \lang1060 \langnp1060 \langfe1033 \langf
enp1033 {\listtext \pard \plain \fs28 \lang1060 \langnp1060 \langfe1033 \langfen
p1033 \f2 \'b7\'00\tab }{\i1 \fs20 \dbch \af0 \hich \af7 \loch \f7 \lang2058 \la
ngnp2058 \langfe1033 \langfenp1033 Stalni potro\uc1 \u353 ?a\uc1 \u269 ?i stvar
aju ni\uc1 \u382 ?e tro\uc1 \u353 ?kove }{\i1 \fs20 \dbch \af0 \hich \af7 \loch
\fi-360 \li360 \ri0 \widctlpar \aspalpha \aspnum \adjustright \lin360 \rin0 \jcl
isttab \tx360 \itap0 \ls12 \fs28 \lang1060 \langnp1060 \langfe1033 \langfenp1033
{\listtext \pard \plain \fs28 \lang1060 \langnp1060 \langfe1033 \langfenp1033 \
f2 \'b7\'00\tab }{\i1 \fs20 \dbch \af0 \hich \af7 \loch \f7 \lang2058 \langnp205
8 \langfe1033 \langfenp1033 Pru\uc1 \u382 ?anje mogu\uc1 \u263 ?nosti za cross-s
elling \uc1 \u353 ?to vodi do ve\uc1 \u263 ?ih tro\uc1 \u353 ?kova potro\uc1 \u3
53 ?a\uc1 \u269 ?a tokom Odvra\uc1 \u263 ?anje od }{\i1 \fs20 \dbch \af0 \hich \
\s19 \qj \fi-360 \li360 \ri0 \widctlpar \aspalpha \aspnum \adjustright \lin360
\rin0 \jclisttab \tx360 \itap0 \ls12 \fs28 \lang1060 \langnp1060 \langfe1033 \la
ngfenp1033 {\listtext \pard \plain \fs28 \lang1060 \langnp1060 \langfe1033 \lang
fenp1033 \f2 \'b7\'00\tab }{\i1 \fs20 \dbch \af0 \hich \af7 \loch \f7 \lang2058
\langnp2058 \langfe1033 \langfenp1033 Mogu\uc1 \u263 ?nost izgradnje veza sa vi\
uc1 \u353 ?e generacija}{\fs20 \dbch \af0 \hich \af7 \loch \f7 \lang2058 \langnp
2058 \langfe1033 \langfenp1033 }{\i1 \fs20 \dbch \af0 \hich \af7 \loch \f7 \lan
g2058 \langnp2058 \langfe1033 \langfenp1033 \par }\pard \plain \s19 \qj \fi-360
\li360 \ri0 \widctlpar \aspalpha \aspnum \adjustright \lin360 \rin0 \jclisttab \
tx360 \itap0 \ls12 \fs28 \lang1060 \langnp1060 \langfe1033 \langfenp1033 {\listt
ext \pard \plain \fs28 \lang1060 \langnp1060 \langfe1033 \langfenp1033 \f2 \'b7\
'00\tab }{\i1 \fs20 \dbch \af0 \hich \af7 \loch \f7 \lang2058 \langnp2058 \langf
e1033 \langfenp1033 Zadovoljni potro\uc1 \u353 ?a\uc1 \u269 ?i obra\uc1 \u263 ?a
ju se drugim ljudima a mogu biti voljni da plate premiju}{\i1 \fs20 \dbch \af0 \
\plain \s19 \qj \li0 \ri0 \widctlpar \aspalpha \aspnum \adjustright \lin0 \rin0
hich \af7 \loch \f7 \lang2058 \langnp2058 \langfe1033 \langfenp1033 Ako potro\uc
1 \u353 ?a\uc1 \u269 ? postane nezadovoljan bilo kojim aspektom veze sa finansij
skom institucijom i ulo\uc1 \u382 ?i \uc1 \u382 ?albu, va\uc1 \u382 ?no je postu
piti tako da se potro\uc1 \u353 ?a\uc1 \u269 ? spre\uc1 \u269 ?i da napusti orga
nizaciju. Klju\uc1 \u269 ?ni faktori koji odre\uc1 \u273 ?uju kona\uc1 \u269 ?n
i uspeh veze su: razumevanje prirode i uloge poverenja, uloga zaposlenih i uprav
ljanje \uc1 \u382 ?albama potro\uc1 \u353 ?a\uc1 \u269 ?a. }{\fs20 \dbch \af0 \h
plain \s19 \qj \li0 \ri0 \widctlpar \aspalpha \aspnum \adjustright \lin0 \rin0 \
itap0 \fs28 \lang1060 \langnp1060 \langfe1033 \langfenp1033 {\fs20 \dbch \af0 \h
ich \af7 \loch \f7 \lang2058 \langnp2058 \langfe1033 \langfenp1033 Nivo do kog j
e veza}{\fs20 \dbch \af0 \hich \af7 \loch \f7 \lang1060 \langnp1060 \langfe1033
\langfenp1033 uspe\uc1 \u353 ?na zavisi\uc1 \u263 ?e, u velikoj meri, od povere
nja koje postoji izme\uc1 \u273 ?u potro\uc1 \u353 ?a\uc1 \u269 ?a i pru\uc1 \u3
82 ?aoca finansijske usluge. Poverenje je bitno za obe strane. Npr. u prijavi za
kredit, potro\uc1 \u353 ?a\uc1 \u269 ? mora da veruje Vojvo\uc1 \u273 ?anskoj b
anci da \uc1 \u263 ?e dobiti kredit na vreme, a Vojvo\uc1 \u273 ?anska banka mor
a da veruje potro\uc1 \u353 ?a\uc1 \u269 ?u da \uc1 \u263 ?e otplatiti kredit ka
ko je dogovoreno. }{\fs20 \dbch \af0 \hich \af7 \loch \f7 \lang1060 \langnp1060
\langfe1033 \langfenp1033 \par }\pard \plain \s19 \qj \fi-360 \li360 \ri0 \widct
lpar \aspalpha \aspnum \adjustright \lin360 \rin0 \jclisttab \tx360 \itap0 \ls13
\fs28 \lang1060 \langnp1060 \langfe1033 \langfenp1033 {\listtext \pard \plain \
fs28 \lang1060 \langnp1060 \langfe1033 \langfenp1033 \f2 \'b7\'00\tab }{\i1 \fs2
3 Opa\uc1 \u382 ?ani rizik}{\fs20 \dbch \af0 \hich \af7 \loch \f7 \lang1060 \lan
gnp1060 \langfe1033 \langfenp1033 \uc1 \u8211 ?To su situacije u kojoj rizik ko
ji jedan snosi zavisi od u\uc1 \u269 ?inka drugog. U ovakvim slu\uc1 \u269 ?ajev
ima mora postojati poverenje. Finansijske institucije odgovorne su za novac svoj
ih potro\uc1 \u353 ?a\uc1 \u269 ?a, \uc1 \u269 ?esto i za njihovu finansijsku do
brobit. Za mnoge tipove investicija potro\uc1 \u353 ?a\uc1 \u269 ?i zavise od po
na\uc1 \u353 ?anja i performansi fondovskih menad\uc1 \u382 ?era. }{\fs20 \dbch
\pard \plain \s19 \qj \fi-360 \li360 \ri0 \widctlpar \aspalpha \aspnum \adjustri
ght \lin360 \rin0 \jclisttab \tx360 \itap0 \ls13 \fs28 \lang1060 \langnp1060 \la
ngfe1033 \langfenp1033 {\listtext \pard \plain \fs28 \lang1060 \langnp1060 \lang
fe1033 \langfenp1033 \f2 \'b7\'00\tab }{\i1 \fs20 \dbch \af0 \hich \af7 \loch \f
7 \lang1060 \langnp1060 \langfe1033 \langfenp1033 Ugovorno obezbe\uc1 \u273 ?enj
e}{\fs20 \dbch \af0 \hich \af7 \loch \f7 \lang1060 \langnp1060 \langfe1033 \lang
fenp1033 \uc1 \u8211 ? su\uc1 \u353 ?tinski isklju\uc1 \u269 ?uje potrebu za po
verenjem. Oblik garancija, varanta i drugih inplicitnih i eksplicitnih obe\uc1 \
u263 ?anja. }{\fs20 \dbch \af0 \hich \af7 \loch \f7 \lang1060 \langnp1060 \langf
e1033 \langfenp1033 \par }\pard \plain \s19 \qj \fi-360 \li360 \ri0 \widctlpar \
aspalpha \aspnum \adjustright \lin360 \rin0 \jclisttab \tx360 \itap0 \ls13 \fs28
\lang1060 \langnp1060 \langfe1033 \langfenp1033 {\listtext \pard \plain \fs28 \
lang1060 \langnp1060 \langfe1033 \langfenp1033 \f2 \'b7\'00\tab }{\i1 \fs20 \dbc
h \af0 \hich \af7 \loch \f7 \lang1060 \langnp1060 \langfe1033 \langfenp1033 Pove
renje }{\fs20 \dbch \af0 \hich \af7 \loch \f7 \lang1060 \langnp1060 \langfe1033
\langfenp1033 \uc1 \u8211 ? se javlja kada jedna osoba veruje u svoja o\uc1 \u26
9 ?ekivanja vezana za pona\uc1 \u353 ?anja drugog. Poverenje da \uc1 \u263 ?e fi
nansijska institucija po\uc1 \u353 ?tovati svoja obe\uc1 \u263 ?anja mo\uc1 \u38
2 ?e se izgraditi iz vi\uc1 \u353 ?e izvora. Ako potro\uc1 \u353 ?a\uc1 \u269 ?
ima predhodno iskustvo sa finansijskom institucijom, i zadovoljan je tim iskustv
om on ima razloga da veruje da \uc1 \u263 ?e biti zadovoljan i u slede\uc1 \u263
?oj situaciji. Predhodno pozitivno iskustvo redukuje rizik za potro\uc1 \u353 ?
a\uc1 \u269 ?a. }{\fs20 \dbch \af0 \hich \af7 \loch \f7 \lang1060 \langnp1060 \l
angfe1033 \langfenp1033 \par }\pard \plain \s19 \qj \fi-360 \li360 \ri0 \widctlp
ar \aspalpha \aspnum \adjustright \lin360 \rin0 \jclisttab \tx360 \itap0 \ls13 \
28 \lang1060 \langnp1060 \langfe1033 \langfenp1033 \f2 \'b7\'00\tab }{\i1 \fs20
Korporativna kultura }{\fs20 \dbch \af0 \hich \af7 \loch \f7 \lang1060 \langnp10
60 \langfe1033 \langfenp1033 \uc1 \u8211 ? sve finansijske institucije funkcioni
\uc1 \u353 ?u u istom okru\uc1 \u382 ?enju. Strategijska prednost mo\uc1 \u382 ?
e se dobiti iz specifi\uc1 \u269 ?nih osobina organizacije, kao \uc1 \u353 ?to j
e korporativna kultura. Ako je organizacija poznata po tome da investira u ljude
, ili da je osvojila nagradu za uslu\uc1 \u382 ?ni kvalitet, to \uc1 \u263 ?e po
ve\uc1 \u263 ?ati poverenje potro\uc1 \u353 ?a\uc1 \u269 ?a. }{\fs20 \dbch \af0
\hich \af7 \loch \f7 \lang1060 \langnp1060 \langfe1033 \langfenp1033 O\uc1 \u269
?ekivanja potro\uc1 \u353 ?a\uc1 \u269 ?a su razumna ali variraju zavisno od sp
ecifi\uc1 \u269 ?nih okolnosti i iskustva potro\uc1 \u353 ?a\uc1 \u269 ?a. Svaki
potro\uc1 \u353 ?a\uc1 \u269 ? ima \uc1 \u187 ?zonu tolerancije\uc1 \u171 ? koj
a osre\uc1 \u273 ?uje varijacije u o\uc1 \u269 ?ekivanom nivou usluge koju je po
tro\uc1 \u353 ?a\uc1 \u269 ? spreman da toleri\uc1 \u353 ?e. Kada su opcije ogra
ni\uc1 \u269 ?ene zone tolerancije su ve\uc1 \u263 ?e. U hitnim situacijama o\uc
1 \u269 ?ekivanja su obi\uc1 \u269 ?no vi\uc1 \u353 ?a od normalnih. }{\fs20 \db
ch \af0 \hich \af7 \loch \f7 \lang1060 \langnp1060 \langfe1033 \langfenp1033 \pa
r }\pard \plain \s19 \qj \li0 \ri0 \widctlpar \aspalpha \aspnum \adjustright \li
n0 \rin0 \itap0 \fs28 \lang1060 \langnp1060 \langfe1033 \langfenp1033 {\fs20 \db
r }\pard \plain \qj \li0 \ri0 \sl-250 \slmult0 \widctlpar \keepn1 \aspalpha \asp
gfenp1033 {\b1 \fs24 \dbch \af0 \hich \af7 \loch \f7 \lang2074 \langnp2074 \lang
fe1033 \langfenp1033 \par }\pard \plain \qj \li0 \ri0 \sl-250 \slmult0 \widctlpa
r \keepn1 \aspalpha \aspnum \adjustright \lin0 \rin0 \itap0 \fs24 \lang3098 \lan
gnp3098 \langfe1033 \langfenp1033 {\b1 \fs24 \dbch \af0 \hich \af7 \loch \f7 \la
ng2074 \langnp2074 \langfe1033 \langfenp1033 \par }\pard \plain \qj \li0 \ri0 \s
l-250 \slmult0 \widctlpar \keepn1 \aspalpha \aspnum \adjustright \lin0 \rin0 \it
ap0 \fs24 \lang3098 \langnp3098 \langfe1033 \langfenp1033 {\b1 \fs24 \dbch \af0
\hich \af7 \loch \f7 \lang3098 \langnp3098 \langfe1033 \langfenp1033 Kvalitet ba
nkarske usluge}{\b1 \fs24 \dbch \af0 \hich \af7 \loch \f7 \lang3098 \langnp3098
\langfe1033 \langfenp1033 Uslu\uc1 \u382 ?ni kvalitet \uc1 \u269 ?ini kvalitet p
rocesa, outputa, fizi\uc1 \u269 ?ki, interaktivni i korporativni kvalitet.}{\fs2
3 \par }\pard \plain \s19 \qj \fi-360 \li360 \ri0 \widctlpar \aspalpha \aspnum \
adjustright \lin360 \rin0 \jclisttab \tx360 \itap0 \ls14 \fs28 \lang1060 \langnp
60 \langfe1033 \langfenp1033 \f2 \'b7\'00\tab }{\i1 \fs20 \dbch \af0 \hich \af7
\loch \f7 \lang1060 \langnp1060 \langfe1033 \langfenp1033 Kvalitet procesa \uc1
\u8211 ? }{\fs20 \dbch \af0 \hich \af7 \loch \f7 \lang1060 \langnp1060 \langfe10
33 \langfenp1033 kvalitet procesa ili funkcionalni kvalitet odnosi se na kvalite

t procedura i procesa u proizvodnji i isporuci usluge potro\uc1 \u353 ?a\uc1 \u2
69 ?u. }{\fs20 \dbch \af0 \hich \af7 \loch \f7 \lang1060 \langnp1060 \langfe1033
\langfenp1033 \par }\pard \plain \s19 \qj \fi-360 \li360 \ri0 \widctlpar \aspal
pha \aspnum \adjustright \lin360 \rin0 \jclisttab \tx360 \itap0 \ls14 \fs28 \lan
g1060 \langnp1060 \langfe1033 \langfenp1033 {\listtext \pard \plain \fs28 \lang1
060 \langnp1060 \langfe1033 \langfenp1033 \f2 \'b7\'00\tab }{\i1 \fs20 \dbch \af
0 \hich \af7 \loch \f7 \lang1060 \langnp1060 \langfe1033 \langfenp1033 Kvalitet
outputa \uc1 \u8211 ? }{\fs20 \dbch \af0 \hich \af7 \loch \f7 \lang1060 \langnp1
060 \langfe1033 \langfenp1033 o outputu ili tehni\uc1 \u269 ?kom kvalitetu se su
di po\uc1 \u353 ?to je usluga ve\uc1 \u263 ? obavljena. Output je ono \uc1 \u353
?to potro\uc1 \u353 ?a\uc1 \u269 ? prima od uslu\uc1 \u382 ?ne organizacije, il
i ono \uc1 \u353 ?to potro\uc1 \u353 ?a\uc1 \u269 ?u ostaje kada se interakcija
zavr\uc1 \u353 ?i. Potro\uc1 \u353 ?a\uc1 \u269 ?i su manje tolerantni prema ned
ostacima kada se radi o outputima nego o procesima. }{\fs20 \dbch \af0 \hich \af
s19 \qj \fi-360 \li360 \ri0 \widctlpar \aspalpha \aspnum \adjustright \lin360 \r
in0 \jclisttab \tx360 \itap0 \ls14 \fs28 \lang1060 \langnp1060 \langfe1033 \lang
np1033 \f2 \'b7\'00\tab }{\i1 \fs20 \dbch \af0 \hich \af7 \loch \f7 \lang1060 \l
angnp1060 \langfe1033 \langfenp1033 Fizi\uc1 \u269 ?ki kvalitet \uc1 \u8211 ? }{
p1033 fizi\uc1 \u269 ?ki kvalitet se odnosi na predmete koji slu\uc1 \u382 ?e ka
o podr\uc1 \u353 ?ka za proizvode i usluge. Usluge imaju nekoliko fizi\uc1 \u269
?kih dimenzija. Filijale nude mnogo fizi\uc1 \u269 ?kih dokaza za kvalitet uslu
ge. Potro\uc1 \u353 ?a\uc1 \u269 ?i koriste dekor, predmete koji su sme\uc1 \u35
3 ?teni u filijalama, kommfor koji tamo postoji, kako bi doneli sud o kvalitetu.
fenp1033 \par }\pard \plain \s19 \qj \fi-360 \li360 \ri0 \widctlpar \aspalpha \a
spnum \adjustright \lin360 \rin0 \jclisttab \tx360 \itap0 \ls14 \fs28 \lang1060
\langnp1060 \langfe1033 \langfenp1033 {\listtext \pard \plain \fs28 \lang1060 \l
angnp1060 \langfe1033 \langfenp1033 \f2 \'b7\'00\tab }{\i1 \fs20 \dbch \af0 \hic
h \af7 \loch \f7 \lang1060 \langnp1060 \langfe1033 \langfenp1033 Interaktivni kv
alitet \uc1 \u8211 ? }{\fs20 \dbch \af0 \hich \af7 \loch \f7 \lang1060 \langnp10
60 \langfe1033 \langfenp1033 odnosi se na interakcije izme\uc1 \u273 ?u potro\uc
1 \u353 ?a\uc1 \u269 ?a i pru\uc1 \u382 ?aoca usluge. Potro\uc1 \u353 ?a\uc1 \u2
69 ? mora da bude informisan na jeziku koji razume, kao i razumevanje potro\uc1
\u353 ?a\uc1 \u269 ?a i njihovih \uc1 \u382 ?elja. }{\fs20 \dbch \af0 \hich \af7
ngnp1060 \langfe1033 \langfenp1033 Korporativni kvalitet \uc1 \u8211 ? }{\fs20 \
dbch \af0 \hich \af7 \loch \f7 \lang1060 \langnp1060 \langfe1033 \langfenp1033 o
dnosi se na op\uc1 \u353 ?ti imid\uc1 \u382 ? i percepciju organizacije. }{\fs20
\par }\pard \plain \s19 \qj \li0 \ri0 \widctlpar \aspalpha \aspnum \adjustright
Uslu\uc1 \u382 ?ni kvalitet je, kako stalno nagla\uc1 \u353 ?avamo, veoma subje
ktivan. Nivo do kog svaki od navedenih faktora uti\uc1 \u269 ?e na percepciju po
tro\uc1 \u353 ?a\uc1 \u269 ?a vezanu za kvalitet veoma varira. Kada potro\uc1 \u
353 ?a\uc1 \u269 ?/klijent u\uc1 \u273 ?e u Vojvo\uc1 \u273 ?ansku banku nai\uc1
\u263 ?i \uc1 \u263 ?e prvo na uslu\uc1 \u382 ?ni ambijent, zatim na zaposlene
-op\uc1 \u353 ?ti kvalitet veze mo\uc1 \u382 ?e vi\uc1 \u353 ?e zavisiti od inte
rakcije sa osobljem u filijali, dok za druge kvalitet veze zavisi u ve\uc1 \u263
?oj meri od pouzdanosti tehnologije. Faktori koji uti\uc1 \u269 ?u na kvalitet
veze su:}{\fs20 \dbch \af0 \hich \af7 \loch \f7 \lang1060 \langnp1060 \langfe103
3 \langfenp1033 \par }\pard \plain \s19 \qj \fi-360 \li360 \ri0 \widctlpar \aspa
lpha \aspnum \adjustright \lin360 \rin0 \jclisttab \tx360 \itap0 \ls15 \fs28 \la
ng1060 \langnp1060 \langfe1033 \langfenp1033 {\listtext \pard \plain \fs28 \lang
1060 \langnp1060 \langfe1033 \langfenp1033 \f2 \'b7\'00\tab }{\i1 \fs20 \dbch \a
f0 \hich \af7 \loch \f7 \lang1060 \langnp1060 \langfe1033 \langfenp1033 Faktori
higijene-}{\fs20 \dbch \af0 \hich \af7 \loch \f7 \lang1060 \langnp1060 \langfe10
33 \langfenp1033 predstavljaju minimum uslu\uc1 \u382 ?nog kvaliteta koji \uc1 \
u263 ?e potro\uc1 \u353 ?a\uc1 \u269 ? prihvatiti. }{\fs20 \dbch \af0 \hich \af7
ngnp1060 \langfe1033 \langfenp1033 Faktori unapre\uc1 \u273 ?enja }{\fs20 \dbch
\af0 \hich \af7 \loch \f7 \lang1060 \langnp1060 \langfe1033 \langfenp1033 su oni
faktori koji vode do zadovoljstva, kao \uc1 \u353 ?to je kada osoblje u filijal
i zapamti ime potro\uc1 \u353 ?a\uc1 \u269 ?a. Ako osoblje ne zapamti ime potro\
uc1 \u353 ?a\uc1 \u269 ?a, ovo ne\uc1 \u263 ?e dovesti do nezadovoljstva. }{\fs2
3 \par }\pard \plain \s19 \qj \fi-360 \li360 \ri0 \widctlpar \aspalpha \aspnum \
adjustright \lin360 \rin0 \jclisttab \tx360 \itap0 \ls16 \fs28 \lang1060 \langnp
60 \langfe1033 \langfenp1033 \f2 \'b7\'00\tab }{\i1 \fs20 \dbch \af0 \hich \af7
\loch \f7 \lang1060 \langnp1060 \langfe1033 \langfenp1033 Dualni pragovi }{\fs20
su faktori \uc1 \u269 ?ije propu\uc1 \u353 ?tanje \uc1 \u263 ?e dovesti do neza
dovoljstva, a isporuka iznad o\uc1 \u269 ?ekivanog nivoa kvaliteta \uc1 \u263 ?e
doprineti pozitivnoj percepciji potro\uc1 \u353 ?a\uc1 \u269 ?a. Npr. ako je os
oblje veoma prijatno prema potro\uc1 \u353 ?a\uc1 \u269 ?ima, to \uc1 \u263 ?e d
oprineti pozitivnom do\uc1 \u382 ?ivljaju. Me\uc1 \u273 ?utim, ako osoblje nije
neprijatno, potro\uc1 \u353 ?a\uc1 \u269 ?i ne\uc1 \u263 ?e biti nezadovoljni. }
np1033 \par }\pard \plain \s19 \qj \li0 \ri0 \widctlpar \aspalpha \aspnum \adjus
np1033 Od pobolj\uc1 \u353 ?anja uslu\uc1 \u382 ?nog kvaliteta, mogu se o\uc1 \u
269 ?ekivati slede\uc1 \u263 ?e koristi:}{\fs20 \dbch \af0 \hich \af7 \loch \f7
\lang1060 \langnp1060 \langfe1033 \langfenp1033 \par }\pard \plain \s19 \qj \fi360 \li360 \ri0 \widctlpar \aspalpha \aspnum \adjustright \lin360 \rin0 \jclistt
ab \tx360 \itap0 \ls17 \fs28 \lang1060 \langnp1060 \langfe1033 \langfenp1033 {\l
isttext \pard \plain \fs28 \lang1060 \langnp1060 \langfe1033 \langfenp1033 \f2 \
'b7\'00\tab }{\i1 \fs20 \dbch \af0 \hich \af7 \loch \f7 \lang1060 \langnp1060 \l
angfe1033 \langfenp1033 Kvalitetan prvi kontakt}{\fs20 \dbch \af0 \hich \af7 \lo
ch \f7 \lang1060 \langnp1060 \langfe1033 \langfenp1033 .}{\fs20 \dbch \af0 \hich
in \s19 \qj \fi-360 \li360 \ri0 \widctlpar \aspalpha \aspnum \adjustright \lin36
0 \rin0 \jclisttab \tx360 \itap0 \ls17 \fs28 \lang1060 \langnp1060 \langfe1033 \
langfenp1033 {\listtext \pard \plain \fs28 \lang1060 \langnp1060 \langfe1033 \la
ngfenp1033 \f2 \'b7\'00\tab }{\i1 \fs20 \dbch \af0 \hich \af7 \loch \f7 \lang106
0 \langnp1060 \langfe1033 \langfenp1033 Pove\uc1 \u263 ?ana }{\fs20 \dbch \af0 \
\plain \s19 \qj \fi-360 \li360 \ri0 \widctlpar \aspalpha \aspnum \adjustright \l
\langfenp1033 \f2 \'b7\'00\tab }{\i1 \fs20 \dbch \af0 \hich \af7 \loch \f7 \lan
g1060 \langnp1060 \langfe1033 \langfenp1033 Vi\uc1 \u353 ?i moral osoblja}{\cs17
\i1 \fs20 \dbch \af0 \hich \af7 \loch \af7 \super1 \chftn {\footnote \pard \pla
in \s19 \ql \li0 \ri0 \widctlpar \aspalpha \aspnum \adjustright \lin0 \rin0 \ita
p0 \fs28 \lang1060 \langnp1060 \langfe1033 \langfenp1033 {\cs17 \super1 \chftn }
{\i1 \fs16 \lang1060 \langnp1060 \langfe1033 \langfenp1033
Modifikatori \u
c1 \u8211 ? }{\fs16 \lang1060 \langnp1060 \langfe1033 \langfenp1033 jo\uc1 \u353
? jedna grupa zaposlenih koja je u \uc1 \u269 ?estom kontaktu sa potro\uc1 \u35
3 ?a\uc1 \u269 ?ima su modifikatori. Ova grupa uklju\uc1 \u269 ?uje recepcionere
, switchboard operatere i sekretarice. Iako ove osobe nisu direktno uklju\uc1 \u
269 ?ene u primenu marketing aktivnosti, ipak imaju zna\uc1 \u269 ?ajnu ulogu. O
ni moraju biti obu\uc1 \u269 ?eni da budu ljubazni, prijatni i predusretljivi pr
ema potrebama potro\uc1 \u353 ?a\uc1 \u269 ?a.}{\fs16 \lang1060 \langnp1060 \lan
gfe1033 \langfenp1033 \par }\pard \plain \s19 \ql \li0 \ri0 \widctlpar \aspalpha
\langfenp1033 {\i1 \fs16 \lang1060 \langnp1060 \langfe1033 \langfenp1033
I
nfluenseri \uc1 \u8211 ? }{\fs16 \lang1060 \langnp1060 \langfe1033 \langfenp1033
to su ljudi uklju\uc1 \u269 ?eni u marketing aktivnosti, ali ne u direktnom kon
taktu sa potro\uc1 \u353 ?a\uc1 \u269 ?ima. Ovde spadaju ljudi koji rade u marke
ting istra\uc1 \u382 ?ivanju i odeljenjima za istra\uc1 \u382 ?ivanje i razvoj.
Iako oni nisu u svakodnevnom kontaktu sa potro\uc1 \u353 ?a\uc1 \u269 ?em, nivo
do kog su njihove aktivnosti fokusirane na potro\uc1 \u353 ?a\uc1 \u269 ?a mo\uc
1 \u382 ?e jako pobolj\uc1 \u353 ?ati vezu sa njima. }{\fs16 \lang1060 \langnp10
60 \langfe1033 \langfenp1033 \line }{\fs16 \lang1060 \langnp1060 \langfe1033 \la
ngfenp1033
}{\i1 \fs16 \lang1060 \langnp1060 \langfe1033 \langfenp1033 Izol
ovani \uc1 \u8211 ? }{\fs16 \lang1060 \langnp1060 \langfe1033 \langfenp1033 ovo
su zaposleni koji obavljaju funkcije podr\uc1 \u353 ?ke kao \uc1 \u353 ?to su ob
rada podataka ili kadrovska slu\uc1 \u382 ?ba. Oni su \uc1 \u269 ?esto jako odvo
jeni od potro\uc1 \u353 ?a\uc1 \u269 ?a i svake markeeting aktivnosti, uglavnom
slu\uc1 \u382 ?e\uc1 \u263 ?i potrebama drugim zaposlenih u organizaciji \uc1 \u
8211 ? internim potro\uc1 \u353 ?a\uc1 \u269 ?ima. Uloga koju ovi zaposleni igra
ju je va\uc1 \u382 ?na zbog direktnog uticaja koji oni imaju na ukupnu vezu sa (
eksternim) potro\uc1 \u353 ?a\uc1 \u269 ?ima. Ovde je va\uc1 \u382 ?an koncept i
nternog marketinga. Interni marketing vidi zaposlene kao interne potro\uc1 \u353
?a\uc1 \u269 ?e, a njihove poslove kao interne proizvode. }{\fs16 \lang1060 \la
ngnp1060 \langfe1033 \langfenp1033 \par }}}{\i1 \fs20 \dbch \af0 \hich \af7 \loc
h \f7 \lang1060 \langnp1060 \langfe1033 \langfenp1033 \par }\pard \plain \s19 \q
j \fi-360 \li360 \ri0 \widctlpar \aspalpha \aspnum \adjustright \lin360 \rin0 \j
\f2 \'b7\'00\tab }{\i1 \fs20 \dbch \af0 \hich \af7 \loch \f7 \lang1060 \langnp1
060 \langfe1033 \langfenp1033 Pobolj\uc1 \u353 ?anje korporativnog imid\uc1 \u38
2 ?a }{\i1 \fs20 \dbch \af0 \hich \af7 \loch \f7 \lang1060 \langnp1060 \langfe10
33 \langfenp1033 \par }\pard \plain \s19 \qj \li0 \ri0 \widctlpar \aspalpha \asp
gfenp1033 {\i1 \fs20 \dbch \af0 \hich \af7 \loch \f7 \lang1060 \langnp1060 \lang
fe1033 \langfenp1033 \par }\pard \plain \s19 \qj \li0 \ri0 \widctlpar \aspalpha
\langfenp1033 {\i1 \fs20 \dbch \af0 \hich \af7 \loch \f7 \lang1060 \langnp1060 \
langfe1033 \langfenp1033 \par }\pard \plain \s19 \qj \li0 \ri0 \widctlpar \aspal
033 \langfenp1033 {\fs20 \dbch \af0 \hich \af7 \loch \f7 \lang1060 \langnp1060 \
langfe1033 \langfenp1033 \par }\pard \plain \s19 \qj \li0 \ri0 \widctlpar \aspal
langfe1033 \langfenp1033 Veze izme\uc1 \u273 ?u potro\uc1 \u353 ?a\uc1 \u269 ?a
i finansijskih institucija postale su otu\uc1 \u273 ?ene telefonom, pismo, preko
Interneta.: iako su istra\uc1 \u382 ?ivanja pokazala da li\uc1 \u269 ?ni kontak
t i humana dimenzija veze daje najbolje rezultate.. Va\uc1 \u382 ?no je da potro
\uc1 \u353 ?a\uc1 \u269 ? ose\uc1 \u263 ?a da je potreban organizaciji kao \uc1
\u353 ?to su i njemu potrebni njeni proizvodi i usluge \uc1 \u8211 ? potro\uc1 \
u353 ?a\uc1 \u269 ?i \uc1 \u382 ?ele da se ose\uc1 \u263 ?aju kako su vredni. }{
p1033 \par }\pard \plain \s19 \qj \li0 \ri0 \widctlpar \aspalpha \aspnum \adjust
p1033 \par }\pard \plain \s19 \qj \fi-360 \li720 \ri0 \widctlpar \aspalpha \aspn
um \adjustright \lin720 \rin0 \tql \tx720 \itap0 \ls18 \fs28 \lang1060 \langnp10
\langfe1033 \langfenp1033 \f2 \'b7\'00\tab }{\fs20 \dbch \af0 \hich \af7 \loch
\f7 \lang1060 \langnp1060 \langfe1033 \langfenp1033 kreiranje internog okru\uc1
\u382 ?enja koji podr\uc1 \u382 ?ava svest o potro\uc1 \u353 ?a\uc1 \u269 ?ima}{
p1033 \par }\pard \plain \s19 \qj \fi-360 \li720 \ri0 \widctlpar \aspalpha \aspn
um \adjustright \lin720 \rin0 \tql \tx720 \itap0 \ls18 \fs28 \lang1060 \langnp10
\langfe1033 \langfenp1033 \f2 \'b7\'00\tab }{\fs20 \dbch \af0 \hich \af7 \loch
\f7 \lang1060 \langnp1060 \langfe1033 \langfenp1033 usvajanje osoblja orijentisa
nog na potro\uc1 \u353 ?a\uc1 \u269 ?a i brigu o njemu}{\fs20 \dbch \af0 \hich \
\s19 \qj \fi-360 \li720 \ri0 \widctlpar \aspalpha \aspnum \adjustright \lin720
\rin0 \tql \tx720 \itap0 \ls18 \fs28 \lang1060 \langnp1060 \langfe1033 \langfenp
33 \f2 \'b7\'00\tab }{\fs20 \dbch \af0 \hich \af7 \loch \f7 \lang1060 \langnp106
0 \langfe1033 \langfenp1033 prodaja uslu\uc1 \u382 ?nih i marketing napora zapos
lenima preko programa obuke.}{\fs20 \dbch \af0 \hich \af7 \loch \f7 \lang1060 \l
angnp1060 \langfe1033 \langfenp1033 \par }\pard \plain \s19 \qj \li0 \ri0 \widct
60 \langfe1033 \langfenp1033 {\b1 \fs20 \dbch \af0 \hich \af7 \loch \f7 \lang106
0 \langnp1060 \langfe1033 \langfenp1033 \par }\pard \plain \s19 \qj \li0 \ri0 \w
np1060 \langfe1033 \langfenp1033 {\fs20 \dbch \af0 \hich \af7 \loch \f7 \lang106
0 \langnp1060 \langfe1033 \langfenp1033 Ako se ne postignu \uc1 \u382 ?eljeni ni
voi uslu\uc1 \u382 ?nog kvaliteta, potro\uc1 \u353 ?a\uc1 \u269 ?i \uc1 \u263 ?e
postati nezadovoljni i mogu s \uc1 \u382 ?aliti na lo\uc1 \u353 ?u uslugu i lo\
uc1 \u353 ? kvalitet. Nezadovoljni potro\uc1 \u353 ?a\uc1 \u269 ?i svoja iskustv
a \uc1 \u263 ?e ispri\uc1 \u269 ?ati drugima, kreiraju\uc1 \u263 ?i tako negativ
an word-of-mouth. Zato je va\uc1 \u382 ?no ozbiljno uzimati \uc1 \u382 ?albe pot
ro\uc1 \u353 ?a\uc1 \u269 ?a. Efektivno odgovaranje na \uc1 \u382 ?albe potro\uc
1 \u353 ?a\uc1 \u269 ?a mo\uc1 \u382 ?e pobolj\uc1 \u353 ?ati veze sa njima.}{\f
033 \par }\pard \plain \s19 \qj \li0 \ri0 \widctlpar \aspalpha \aspnum \adjustri
033 Potro\uc1 \u353 ?a\uc1 \u269 ?i imaju razli\uc1 \u269 ?ite zone tolerancije.
Stoga, ta\uc1 \u269 ?ka na kojoj se kvalitet usluge smatra da je ispod zadovolj
avaju\uc1 \u263 ?eg, subjektivna je. Problem je problem kada se potro\uc1 \u353
?a\uc1 \u269 ? tako ose\uc1 \u263 ?a. }{\fs20 \dbch \af0 \hich \af7 \loch \f7 \l
ang1060 \langnp1060 \langfe1033 \langfenp1033 \par }\pard \plain \s19 \qj \li0 \
\langnp1060 \langfe1033 \langfenp1033 {\fs20 \dbch \af0 \hich \af7 \loch \f7 \l
ang1060 \langnp1060 \langfe1033 \langfenp1033 Jedno kada se problem prepozna, po
stoje tri raspolo\uc1 \u382 ?ive opcije kako se mo\uc1 \u382 ?e potro\uc1 \u35
3 ?a\uc1 \u269 ? pona\uc1 \u353 ?ati. }{\fs20 \dbch \af0 \hich \af7 \loch \f7 \l
ang1060 \langnp1060 \langfe1033 \langfenp1033 \par }\pard \plain \s19 \qj \fi-36
0 \li360 \ri0 \widctlpar \aspalpha \aspnum \adjustright \lin360 \rin0 \jclisttab
\tx360 \itap0 \ls19 \fs28 \lang1060 \langnp1060 \langfe1033 \langfenp1033 {\lis
ttext \pard \plain \fs28 \lang1060 \langnp1060 \langfe1033 \langfenp1033 \f2 \'b
7\'00\tab }{\i1 \fs20 \dbch \af0 \hich \af7 \loch \f7 \lang1060 \langnp1060 \lan
gfe1033 \langfenp1033 Ne raditi ni\uc1 \u353 ?ta \uc1 \u8211 ? }{\fs20 \dbch \af
0 \hich \af7 \loch \f7 \lang1060 \langnp1060 \langfe1033 \langfenp1033 kada je p
otro\uc1 \u353 ?a\uc1 \u269 ? nezadovoljan, mnoge okolnosti utica\uc1 \u263 ?e n
a to da li da se \uc1 \u382 ?ali. Npr, ako predmet kojim je nezadovoljan ima ni
sku cenu, onda gubitak za potro\uc1 \u353 ?a\uc1 \u269 ?a i nije tako velik. Zat
o i nezadovoljstvo nema trajan uticaj. }{\fs20 \dbch \af0 \hich \af7 \loch \f7 \
lang1060 \langnp1060 \langfe1033 \langfenp1033 \par }\pard \plain \s19 \qj \fi-3
60 \li360 \ri0 \widctlpar \aspalpha \aspnum \adjustright \lin360 \rin0 \jclistta

b7\'00\tab }{\i1 \fs20 \dbch \af0 \hich \af7 \loch \f7 \lang1060 \langnp1060 \la
ngfe1033 \langfenp1033 Li\uc1 \u269 ?na akcija \uc1 \u8211 ?}{\fs20 \dbch \af0 \
hich \af7 \loch \f7 \lang1060 \langnp1060 \langfe1033 \langfenp1033 potro\uc1 \
u353 ?a\uc1 \u269 ? mo\uc1 \u382 ?e preduzeti li\uc1 \u269 ?nu akciju tako \uc1
\u353 ?to \uc1 \u263 ?e promeniti pru\uc1 \u382 ?aoca finansijske usluge, bojkot
ovati organizaciju ili upozoriti porodicu i prijatelje. Ove akcije zahteva\uc1 \
u263 ?e malo napora od potro\uc1 \u353 ?a\uc1 \u269 ?a, ali mo\uc1 \u382 ?e imat
i veliki uticaj na finansijsku instituciju. }{\fs20 \dbch \af0 \hich \af7 \loch
\fi-360 \li360 \ri0 \widctlpar \aspalpha \aspnum \adjustright \lin360 \rin0 \jcl
isttab \tx360 \itap0 \ls19 \fs28 \lang1060 \langnp1060 \langfe1033 \langfenp1033
{\listtext \pard \plain \fs28 \lang1060 \langnp1060 \langfe1033 \langfenp1033 \
f2 \'b7\'00\tab }{\i1 \fs20 \dbch \af0 \hich \af7 \loch \f7 \lang1060 \langnp106
0 \langfe1033 \langfenp1033 Javna akcija \uc1 \u8211 ? }{\fs20 \dbch \af0 \hich
\af7 \loch \f7 \lang1060 \langnp1060 \langfe1033 \langfenp1033 ovde spada pokret
anje procesa na sudu, \uc1 \u382 ?albe asocijacijama i autoritetima, medijima. U
ve\uc1 \u263 ?ini slu\uc1 \u269 ?ajeva, potro\uc1 \u353 ?a\uc1 \u269 ?i \uc1 \u
263 ?e se prvo \uc1 \u382 ?aliti finansijskoj instituciji. Ako ona ne odgovori n
a pravi na\uc1 \u269 ?in, onda \uc1 \u263 ?e se \uc1 \u382 ?aliti i drugim istit
ucijama. Kada potro\uc1 \u353 ?a\uc1 \u269 ? do\uc1 \u273 ?e sa \uc1 \u382 ?albo
m, kompanije traba da odgovore kako bi spre\uc1 \u269 ?ili da \uc1 \u382 ?alba p
ostane javna. }{\fs20 \dbch \af0 \hich \af7 \loch \f7 \lang2074 \langnp2074 \lan
gfe1033 \langfenp1033 \par }\pard \plain \s19 \qj \li0 \ri0 \widctlpar \aspalpha
gfe1033 \langfenp1033 U }{\i1 \fs20 \dbch \af0 \hich \af7 \loch \f7 \lang2074 \l
angnp2074 \langfe1033 \langfenp1033 operativne aktivnosti}{\fs20 \dbch \af0 \hic
h \af7 \loch \f7 \lang2074 \langnp2074 \langfe1033 \langfenp1033 uslu\uc1 \u382
?nog procesa svrstavaju se svi koraci koji se sprovode pri isporuci usluge potr
o\uc1 \u353 ?a\uc1 \u269 ?u, dok u }{\i1 \fs20 \dbch \af0 \hich \af7 \loch \f7 \
lang2074 \langnp2074 \langfe1033 \langfenp1033 uslu\uc1 \u382 ?ne}{\fs20 \dbch \
af0 \hich \af7 \loch \f7 \lang2074 \langnp2074 \langfe1033 \langfenp1033 spadaj
u li\uc1 \u269 ?ne i direktne interakcije izme\uc1 \u273 ?u davaoca i primaoca u
sluge.}{\fs20 \dbch \af0 \hich \af7 \loch \f7 \lang2074 \langnp2074 \langfe1033
\langfenp1033 \par }\pard \plain \qj \li0 \ri0 \widctlpar \aspalpha \aspnum \adj
3 {\fs20 \dbch \af0 \hich \af7 \loch \f7 \lang2074 \langnp2074 \langfe1033 \lang
fenp1033 Da bi se desila sama interakcija prilikom usluge moraju da postoje odre
\uc1 \u273 ?eni uslovi.}{\fs20 \dbch \af0 \hich \af7 \loch \f7 \lang2074 \langnp
\langfe1033 \langfenp1033 Jedan od uslova jeste prisutnost na istom mestu u isto
vreme. Usluge su prili\uc1 \u269 ?no jedinstvene i ne mo\uc1 \u382 ?e se desiti
da se identi\uc1 \u269 ?no ponove. Pa mo\uc1 \u382 ?emo re\uc1 \u263 ?i da je p
rili\uc1 \u269 ?no nagla\uc1 \u353 ?ena *univerzalnost usluge*. Sam kvalitet usl
uge zavisi najvi\uc1 \u353 ?e od sposobnosti tj. obuke zaposlenog. Usluge predst
avljaju odnose a uspe\uc1 \u353 ?ni uslu\uc1 \u382 ?ni koncepti- uspe\uc1 \u353
?ne uslu\uc1 \u382 ?ne odnose.}{\fs20 \dbch \af0 \hich \af7 \loch \f7 \lang2074
\langnp2074 \langfe1033 \langfenp1033 \par }\pard \plain \qj \li0 \ri0 \widctlpa
\langfe1033 \langfenp1033 {\fs20 \dbch \af0 \hich \af7 \loch \f7 \lang2074 \lang
np2074 \langfe1033 \langfenp1033
S obzirom da se konkurentnost uvek postavl
ja kao va\uc1 \u382 ?an faktor uspe\uc1 \u353 ?nosti, tada su na\uc1 \u269 ?ini
da se do nje do\uc1 \u273 ?e \uc1 \u269 ?esto pogre\uc1 \u353 ?ni. Dostupnost me
dija i javnog informisanja je omogu\uc1 \u263 ?ena ali se \uc1 \u269 ?esto ne zn
a gde treba stati kada su u pitanju obe\uc1 \u263 ?anja. Zato imamo za svakog po
ne\uc1 \u353 ?to, vrlo \uc1 \u269 ?esto- za svakoga sve. Ali je realizacija pre
velik zalogaj mnogima, pa se \uc1 \u269 ?esto takve kompanije spoti\uc1 \u269 ?u
o sopstvena obe\uc1 \u263 ?anja koja nisu u stanju da ispune.}{\fs20 \dbch \af0
d \plain \qj \li0 \ri0 \widctlpar \aspalpha \aspnum \adjustright \lin0 \rin0 \it
ap0 \fs24 \lang3098 \langnp3098 \langfe1033 \langfenp1033 {\fs20 \dbch \af0 \hic
h \af7 \loch \f7 \lang2074 \langnp2074 \langfe1033 \langfenp1033
}{\fs20 \dbc
rd \plain \qj \li0 \ri0 \widctlpar \aspalpha \aspnum \adjustright \lin0 \rin0 \i
lain \qj \li0 \ri0 \widctlpar \aspalpha \aspnum \adjustright \lin0 \rin0 \itap0
\fs24 \lang3098 \langnp3098 \langfe1033 \langfenp1033 {\b1 \fs24 \dbch \af0 \hic
h \af7 \loch \f7 \lang2058 \langnp2058 \langfe1033 \langfenp1033 Primer}{\b1 \fs
33 }{\b1 \fs24 \dbch \af0 \hich \af7 \loch \f7 \lang2058 \langnp2058 \langfe103
3 \langfenp1033 uticaja}{\b1 \fs24 \dbch \af0 \hich \af7 \loch \f7 \lang3098 \la
ngnp3098 \langfe1033 \langfenp1033 }{\b1 \fs24 \dbch \af0 \hich \af7 \loch \f7
\lang2058 \langnp2058 \langfe1033 \langfenp1033 na}{\b1 \fs24 \dbch \af0 \hich \
af7 \loch \f7 \lang3098 \langnp3098 \langfe1033 \langfenp1033 }{\b1 \fs24 \dbch
\af0 \hich \af7 \loch \f7 \lang2058 \langnp2058 \langfe1033 \langfenp1033 kreir
anje}{\b1 \fs24 \dbch \af0 \hich \af7 \loch \f7 \lang3098 \langnp3098 \langfe103
3 \langfenp1033 }{\b1 \fs24 \dbch \af0 \hich \af7 \loch \f7 \lang2058 \langnp20
58 \langfe1033 \langfenp1033 usluge}{\b1 \fs24 \dbch \af0 \hich \af7 \loch \f7 \
ngnp3098 \langfe1033 \langfenp1033 {\b1 \fs20 \dbch \af0 \hich \af7 \loch \f7 \l
ang3098 \langnp3098 \langfe1033 \langfenp1033 \par }\pard \plain \qj \li0 \ri0 \
widctlpar \aspalpha \aspnum \adjustright \lin0 \rin0 \itap0 \fs24 \lang3098 \lan
gnp3098 \langfe1033 \langfenp1033 {\fs20 \dbch \af0 \hich \af7 \loch \f7 \lang30
98 \langnp3098 \langfe1033 \langfenp1033 Kao i svaka banka, pa i na\uc1 \u353 ?
primer Vojvo\uc1 \u273 ?anske}{\fs20 \dbch \af0 \hich \af7 \loch \f7 \lang2074 \
langnp2074 \langfe1033 \langfenp1033 ,}{\fs20 \dbch \af0 \hich \af7 \loch \f7 \l
ang3098 \langnp3098 \langfe1033 \langfenp1033 omogu\uc1 \u263 ?ava nekoliko seg
menata delovanja.}{\fs20 \dbch \af0 \hich \af7 \loch \f7 \lang3098 \langnp3098 \
e1033 \langfenp1033 \par }\pard \plain \qj \fi-466 \li1260 \ri0 \widctlpar \aspa
lpha \aspnum \adjustright \lin1260 \rin0 \jclisttab \tx1247 \itap0 \ls20 \fs24 \
lang3098 \langnp3098 \langfe1033 \langfenp1033 {\listtext \pard \plain \fs24 \la
ng3098 \langnp3098 \langfe1033 \langfenp1033 \f3 \'ac\'00\tab }{\fs20 \dbch \af0
\hich \af7 \loch \f7 \lang3098 \langnp3098 \langfe1033 \langfenp1033 otvaranja,
vo\uc1 \u273 ?enja teku\uc1 \u263 ?ih i \uc1 \u382 ?iro ra\uc1 \u269 ?una}{\fs2
3 \par }\pard \plain \qj \fi-466 \li1260 \ri0 \widctlpar \aspalpha \aspnum \adju
stright \lin1260 \rin0 \jclisttab \tx1247 \itap0 \ls20 \fs24 \lang3098 \langnp30
\langfe1033 \langfenp1033 \f3 \'ac\'00\tab }{\fs20 \dbch \af0 \hich \af7 \loch
\f7 \lang2058 \langnp2058 \langfe1033 \langfenp1033 kreditne kartice-debitne, vi
za, \uc1 \u8230 ?}{\fs20 \dbch \af0 \hich \af7 \loch \f7 \lang2058 \langnp2058 \
langfe1033 \langfenp1033 \par }\pard \plain \qj \fi-466 \li1260 \ri0 \widctlpar
\aspalpha \aspnum \adjustright \lin1260 \rin0 \jclisttab \tx1247 \itap0 \ls20 \f
s24 \lang3098 \langnp3098 \langfe1033 \langfenp1033 {\listtext \pard \plain \fs2
4 \lang3098 \langnp3098 \langfe1033 \langfenp1033 \f3 \'ac\'00\tab }{\fs20 \dbch
\af0 \hich \af7 \loch \f7 \lang2058 \langnp2058 \langfe1033 \langfenp1033 trgov
anje devizama}{\fs20 \dbch \af0 \hich \af7 \loch \f7 \lang2058 \langnp2058 \lang
fe1033 \langfenp1033 \par }\pard \plain \qj \fi-466 \li1260 \ri0 \widctlpar \asp
alpha \aspnum \adjustright \lin1260 \rin0 \jclisttab \tx1247 \itap0 \ls20 \fs24
\lang3098 \langnp3098 \langfe1033 \langfenp1033 {\listtext \pard \plain \fs24 \l
ang3098 \langnp3098 \langfe1033 \langfenp1033 \f3 \'ac\'00\tab }{\fs20 \dbch \af
0 \hich \af7 \loch \f7 \lang2058 \langnp2058 \langfe1033 \langfenp1033 uplate/is
plate \uc1 \u8230 ?}{\fs20 \dbch \af0 \hich \af7 \loch \f7 \lang2058 \langnp2058
r \aspalpha \aspnum \adjustright \lin1260 \rin0 \jclisttab \tx1247 \itap0 \ls20
\fs24 \lang3098 \langnp3098 \langfe1033 \langfenp1033 {\listtext \pard \plain \f
s24 \lang3098 \langnp3098 \langfe1033 \langfenp1033 \f3 \'ac\'00\tab }{\fs20 \db
r }\pard \plain \qj \li0 \ri0 \widctlpar \aspalpha \aspnum \adjustright \lin0 \r
in0 \itap0 \fs24 \lang3098 \langnp3098 \langfe1033 \langfenp1033 {\fs20 \dbch \a
f0 \hich \af7 \loch \f7 \lang2058 \langnp2058 \langfe1033 \langfenp1033 Danas
je omogu\uc1 \u263 ?eno i vr\uc1 \u353 ?enje transakcija bez direktnog kontakta
sa zaposlenima-putem }{\i1 \fs20 \dbch \af0 \hich \af7 \loch \f7 \lang2058 \lang
np2058 \langfe1033 \langfenp1033 bankomata}{\fs20 \dbch \af0 \hich \af7 \loch \f
7 \lang2058 \langnp2058 \langfe1033 \langfenp1033 , koji su na raspolaganju 24h.
enp1033 \par }\pard \plain \qj \li0 \ri0 \widctlpar \aspalpha \aspnum \adjustrig
hich \af7 \loch \f7 \lang2058 \langnp2058 \langfe1033 \langfenp1033 Bankomati vr
\uc1 \u353 ?e slede\uc1 \u263 ?e usluge tj. omogu\uc1 \u263 ?uju:}{\fs20 \dbch \
\plain \qj \fi-466 \li1260 \ri0 \widctlpar \aspalpha \aspnum \adjustright \lin12
\langfenp1033 {\listtext \pard \plain \fs24 \lang3098 \langnp3098 \langfe1033 \
langfenp1033 \f3 \'ac\'00\tab }{\fs20 \dbch \af0 \hich \af7 \loch \f7 \lang2058
\langnp2058 \langfe1033 \langfenp1033 Uvid u stanje}{\fs20 \dbch \af0 \hich \af7
j \fi-466 \li1260 \ri0 \widctlpar \aspalpha \aspnum \adjustright \lin1260 \rin0
\jclisttab \tx1247 \itap0 \ls21 \fs24 \lang3098 \langnp3098 \langfe1033 \langfen
p1033 {\listtext \pard \plain \fs24 \lang3098 \langnp3098 \langfe1033 \langfenp1
033 \f3 \'ac\'00\tab }{\fs20 \dbch \af0 \hich \af7 \loch \f7 \lang2058 \langnp20
58 \langfe1033 \langfenp1033 Pregled kursne liste}{\fs20 \dbch \af0 \hich \af7 \
\langfe1033 \langfenp1033 Pregled kamatnih stopa}{\fs20 \dbch \af0 \hich \af7 \
\langfe1033 \langfenp1033 Informacije eksternog tipa-reklame drugih\uc1 \u8230
?}{\fs20 \dbch \af0 \hich \af7 \loch \f7 \lang3098 \langnp3098 \langfe1033 \lang
fenp1033 \par }\pard \plain \qj \li0 \ri0 \widctlpar \aspalpha \aspnum \adjustri
dbch \af0 \hich \af7 \loch \f7 \lang3098 \langnp3098 \langfe1033 \langfenp1033 M
ogu biti }{\i1 \fs20 \dbch \af0 \hich \af7 \loch \f7 \lang3098 \langnp3098 \lang
fe1033 \langfenp1033 lobby}{\fs20 \dbch \af0 \hich \af7 \loch \f7 \lang3098 \lan
gnp3098 \langfe1033 \langfenp1033 , }{\i1 \fs20 \dbch \af0 \hich \af7 \loch \f7
\lang3098 \langnp3098 \langfe1033 \langfenp1033 indoor}{\fs20 \dbch \af0 \hich \
af7 \loch \f7 \lang3098 \langnp3098 \langfe1033 \langfenp1033 , }{\i1 \fs20 \dbc
h \af0 \hich \af7 \loch \f7 \lang3098 \langnp3098 \langfe1033 \langfenp1033 outd
oor}{\fs20 \dbch \af0 \hich \af7 \loch \f7 \lang3098 \langnp3098 \langfe1033 \la
ngfenp1033 -u zavisnosti od pozicije, a ima ih raznih vrsta u zavisnosti kojoj
svrsi slu\uc1 \u382 ?e.}{\fs20 \dbch \af0 \hich \af7 \loch \f7 \lang3098 \langnp
\langfe1033 \langfenp1033 Na slede\uc1 \u263 ?em primeru kreditiranja vide\uc1 \
u263 ?emo koliko je faktora uklju\uc1 \u269 ?eno u ovu bankarsku uslugu.}{\fs20
}\pard \plain \qj \li0 \ri0 \widctlpar \aspalpha \aspnum \adjustright \lin0 \rin
\hich \af7 \loch \f7 \lang3098 \langnp3098 \langfe1033 \langfenp1033 Po\uc1 \u2
69 ?ev\uc1 \u353 ?i od Narodne banke, primena Odluke o jedinstvenom na\uc1 \u269
?inu obra\uc1 \u269 ?una i objavljivanja efektivne kamatne stope na depozite i
kredite (\uc1 \u8222 ?Sl. glasnik RS\uc1 \u8220 ?, br. 57/06) (u daljem tekstu:
Odluka), obezbe\uc1 \u273 ?uje ve\uc1 \u263 ?u transparentnost poslovanja banaka
sa fizi\uc1 \u269 ?kim i pravnim licima i uti\uc1 \u269 ?e na podsticanje konku
rencije u bankarskom sektoru, a time i pobolj\uc1 \u353 ?anje asortimana i kvali
teta bankarski proizvoda i usluga.}{\fs20 \dbch \af0 \hich \af7 \loch \f7 \lang3
098 \langnp3098 \langfe1033 \langfenp1033 \par }\pard \plain \qj \li0 \ri0 \widc
098 \langfe1033 \langfenp1033 {\fs20 \dbch \af0 \hich \af7 \loch \f7 \lang3098 \
langnp3098 \langfe1033 \langfenp1033 Omogu\uc1 \u263 ?ava se da korisnici bankar
skih usluga, pre svega gra\uc1 \u273 ?ani, dobiju adekvatne i uporedive informac
ije o uslovima koje im banke nude prilikom primanja depozita, odnosno odobravanj
a kredita. Odlukom je propisana obaveza banke da kroz jedinstveno obra\uc1 \u269
?unatu efektivnu kamatnu stopu (u daljem tekstu: EKS) iska\uc1 \u382 ?e ukupnu
cenu kredita koje odobrava, odnosno depozita koje prima, kako bi njeni klijenti
imali mogu\uc1 \u263 ?nost da ih uporede i na osnovu toga se odlu\uc1 \u269 ?e z
a banku sa kojom \uc1 \u263 ?e stupiti u poslovni odnos, odnosno zaklju\uc1 \u26
9 ?iti ugovor o depozitu/kreditu.}{\fs20 \dbch \af0 \hich \af7 \loch \f7 \lang30
98 \langnp3098 \langfe1033 \langfenp1033 \par }\pard \plain \qj \li0 \ri0 \widct
98 \langfe1033 \langfenp1033 {\fs20 \dbch \af0 \hich \af7 \loch \f7 \lang3098 \l
angnp3098 \langfe1033 \langfenp1033 Banka je u obavezi, prema odredbama Odluke,
da klijentu u fazi ponude u\uc1 \u269 ?ini dostupnim osnovne podatke o depozitu/
kreditu koji ulaze u obra\uc1 \u269 ?un EKS, kao i podatke koji ne ulaze u obra\
uc1 \u269 ?un EKS, i to na propisanom obrascu.}{\fs20 \dbch \af0 \hich \af7 \loc
h \f7 \lang3098 \langnp3098 \langfe1033 \langfenp1033 \par }\pard \plain \qj \li
\lang3098 \langnp3098 \langfe1033 \langfenp1033 Od podataka koji ulaze u obra\u
c1 \u269 ?un EKS klijent se obave\uc1 \u353 ?tava o: iznosu depozita/kredita, pe
riodu isplate/otplate, visini nominalne kamatne stope, EKS, ukupnom iznosu kamat
e za period isplate depozita/otplate kredita, ukupnom iznosu naknada i drugih tr
o\uc1 \u353 ?kova koje klijent treba da plati u toku polaganja/odobravanja i rea
lizacije ugovora o depozitu/kreditu i iznosu isplatne/otplatne rate.}{\fs20 \dbc

0 \hich \af7 \loch \f7 \lang3098 \langnp3098 \langfe1033 \langfenp1033 Od podata
ka koji se ne uklju\uc1 \u269 ?uju u obra\uc1 \u269 ?un EKS klijentu banke su do
stupni slede\uc1 \u263 ?i podaci: kriterijum za revalorizaciju/indeksiranje, i t
o sa naznakom valute i vrstom kursa na dan izrade ponude, tro\uc1 \u353 ?kovi pr
ocene vrednosti nepokretnih i pokretnih stvari, premije osiguranja ili dr., nakn
ade u vezi sa sredstvima obezbe\uc1 \u273 ?enja kredita, tro\uc1 \u353 ?kovi upi
sa u registar nadle\uc1 \u382 ?nog organa, tro\uc1 \u353 ?kovi pribavljanja izvo
da iz zemlji\uc1 \u353 ?nih knjiga, tro\uc1 \u353 ?kovi pribavljanja uverenja, p
otvrda, dozvola i re\uc1 \u353 ?enja nadle\uc1 \u382 ?nih organa, tro\uc1 \u353
?kovi Kreditnog biroa, kao i ostali tro\uc1 \u353 ?kovi ukoliko ih banka ima.}{\
Tako\uc1 \u273 ?e, obaveza je banke da EKS, nominalnu kamatnu stopu (NKS), stran
u valutu kojom se vr\uc1 \u353 ?i indeksiranje kredita ili drugi kriterijum za r
evalorizaciju i za indeksiranje depozita/kredita iskazuju istovremeno jasno i uo
\uc1 \u269 ?ljivo u svojim prostorijama, kao i prilikom reklamiranja ili ogla\uc
1 \u353 ?avanja na drugi na\uc1 \u269 ?in u medijima.}{\fs20 \dbch \af0 \hich \a
och \f7 \lang3098 \langnp3098 \langfe1033 \langfenp1033 Pri zaklju\uc1 \u269 ?iv
anju ugovora o depozitu banka uz ugovor uru\uc1 \u269 ?uje klijentu jedan primer
ak plana isplate depozita, a uz ugovor o kreditu plan otplate kredita i pregled
bitnih elemenata kredita, koji sadr\uc1 \u382 ?i podatke koji su klijentu prezen
tirani u fazi ponude. Banka je tako\uc1 \u273 ?e u obavezi da pismeno obavesti k
lijenta o promeni EKS, zbog promene elemenata na osnovu kojih se EKS obra\uc1 \u
269 ?unava, i to pre po\uc1 \u269 ?etka primene promenjene EKS.}{\fs20 \dbch \af
rd \plain \qj \li0 \ri0 \widctlpar \aspalpha \aspnum \adjustright \lin0 \rin0 \i
ch \af7 \loch \f7 \lang3098 \langnp3098 \langfe1033 \langfenp1033
}{\fs20 \db
ch \af0 \hich \af7 \loch \f7 \lang2074 \langnp2074 \langfe1033 \langfenp1033
fenp1033 Mo\uc1 \u382 ?emo videti na predo\uc1 \u269 ?enom primeru koliku ulogu
ima Narodna banka u kreiranju same usluge a naravno i u za\uc1 \u353 ?titi potro
\uc1 \u353 ?a\uc1 \u269 ?a. Navedeni primer je trenutno veoma aktuelan, s obziro
m da se vodi rasprava da li su banke opravdano i u zakonskim regulativama podigl
e anuitete/rate kredita.}{\fs20 \dbch \af0 \hich \af7 \loch \f7 \lang3098 \langn
}{\fs20 \dbch \af0 \hich \af7 \loch \f7 \lang30
98 \langnp3098 \langfe1033 \langfenp1033 Slede\uc1 \u263 ?i korak }{\fs20 \dbch
\af0 \hich \af7 \loch \f7 \lang2074 \langnp2074 \langfe1033 \langfenp1033 b}{\fs
33 anke jeste odre\uc1 \u273 ?ivanje kamatnih stopa i priprema kona\uc1 \u269 ?n
e verzije pre nego li do\uc1 \u273 ?e do \uc1 \u353 ?tampanja ugovora i }{\fs20
prikupljanja }{\fs20 \dbch \af0 \hich \af7 \loch \f7 \lang3098 \langnp3098 \lang
fe1033 \langfenp1033 propisane prate\uc1 \u263 ?e dokumentacije. Kao gotov proiz
vod bi\uc1 \u263 ?e ponu\uc1 \u273 ?e nakon odobrenja menad\uc1 \u382 ?menta ili
uprave i tada \uc1 \u263 ?e se tra\uc1 \u382 ?iti na\uc1 \u269 ?ini da se \uc1
\u353 ?to lep\uc1 \u353 ?e prezentira potro\uc1 \u353 ?a\uc1 \u269 ?ima.}{\fs20
Za
tim \uc1 \u263 ?e potencijalnim klijentima biti proverena mogu\uc1 \u263 ?nost d
obijanja kredita na osnovu radnog odnosa ili materjalne mogu\uc1 \u263 ?nosti tj
. sredstava obezbe\uc1 \u273 ?enja. Ukoliko se zahtev odobri, korisnik \uc1 \u26
3 ?e tokom dogovorenog vremenskog perioda otpla\uc1 \u263 ?ivati kredit. Jedna o
d mogu\uc1 \u263 ?nosti jeste kompjutersko *skidanje* rate sa li\uc1 \u269 ?nog
dohotka tj. raspolo\uc1 \u382 ?ivih sredstava na ra\uc1 \u269 ?unu. Ukoliko se t
o ne dogodi, slu\uc1 \u382 ?benik \uc1 \u263 ?e telefonskim ili elektronskim put
em obavestiti o dugovanju. Za zakasnela pla\uc1 \u263 ?anja obra\uc1 \u269 ?unav
a\uc1 \u263 ?e se kamata tj. kazneni penali.}{\fs20 \dbch \af0 \hich \af7 \loch
lang3098 \langnp3098 \langfe1033 \langfenp1033
Ono \uc1 \u353 ?to preostaje n
akon ovakve usluge jeste zadovoljstvo ili nezadovoljstvo potro\uc1 \u353 ?a\uc1
\u269 ?a koji \uc1 \u263 ?e o tome informisati svoje okru\uc1 \u382 ?enje i na t
aj na\uc1 \u269 ?in-direktnim marketingom, svesno ili nenamerno promovisati }{\f
033 Vojvo\uc1 \u273 ?ansku}{\fs20 \dbch \af0 \hich \af7 \loch \f7 \lang3098 \lan
gnp3098 \langfe1033 \langfenp1033 }{\fs20 \dbch \af0 \hich \af7 \loch \f7 \lang
2074 \langnp2074 \langfe1033 \langfenp1033 b}{\fs20 \dbch \af0 \hich \af7 \loch
\f7 \lang3098 \langnp3098 \langfe1033 \langfenp1033 anku.}{\fs20 \dbch \af0 \hic
ain \qj \li0 \ri0 \widctlpar \aspalpha \aspnum \adjustright \lin0 \rin0 \itap0 \
7 \loch \f7 \lang2074 \langnp2074 \langfe1033 \langfenp1033
Sve je na dohvat
ruke, a na potro\uc1 \u353 ?a\uc1 \u269 ?u je da se opredeli za opciju koja mu n
ajvi\uc1 \u353 ?e odgovara!}{\fs20 \dbch \af0 \hich \af7 \loch \f7 \lang2074 \la
enp1033 \par }\pard \plain \li0 \ri0 \widctlpar \aspalpha \aspnum \adjustright \
par }\pard \plain \li0 \ri0 \widctlpar \aspalpha \aspnum \adjustright \lin0 \rin
ain \qc \li0 \ri0 \widctlpar \aspalpha \aspnum \adjustright \lin0 \rin0 \itap0 \
qc \li0 \ri0 \widctlpar \aspalpha \aspnum \adjustright \lin0 \rin0 \itap0 \fs24
\lang3098 \langnp3098 \langfe1033 \langfenp1033 {\fs20 \dbch \af0 \hich \af7 \lo
ch \f7 \lang2074 \langnp2074 \langfe1033 \langfenp1033 \par }\pard \plain \qc \l
7 \lang2074 \langnp2074 \langfe1033 \langfenp1033 \par }\pard \plain \qc \li0 \r
\langnp3098 \langfe1033 \langfenp1033 {\fs20 \dbch \af0 \hich \af7 \loch \f7 \la
ng2074 \langnp2074 \langfe1033 \langfenp1033 \par }\pard \plain \qc \li0 \ri0 \w
4 \langnp2074 \langfe1033 \langfenp1033 \par }\pard \plain \qc \li0 \ri0 \widctl
par \aspalpha \aspnum \adjustright \lin0 \rin0 \itap0 \fs24 \lang3098 \langnp309
ngnp2074 \langfe1033 \langfenp1033 \par }\pard \plain \qc \li0 \ri0 \widctlpar \
074 \langfe1033 \langfenp1033 \par }\pard \plain \qc \li0 \ri0 \widctlpar \aspal
langfe1033 \langfenp1033 \par }\pard \plain \qc \li0 \ri0 \widctlpar \aspalpha \
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m \adjustright \lin0 \rin0 \itap0 \fs24 \lang3098 \langnp3098 \langfe1033 \langf
enp1033 {\fs20 \dbch \af0 \hich \af7 \loch \f7 \lang2074 \langnp2074 \langfe1033
\langfenp1033 \par }\pard \plain \qc \li0 \ri0 \widctlpar \aspalpha \aspnum \ad
gfenp1033 \par }\pard \plain \qc \li0 \ri0 \widctlpar \aspalpha \aspnum \adjustr
\par }\pard \plain \qc \li0 \ri0 \widctlpar \aspalpha \aspnum \adjustright \lin0
\hich \af7 \loch \f7 \lang2074 \langnp2074 \langfe1033 \langfenp1033 Zaklju\uc1
\u269 ?ak}{\fs32 \dbch \af0 \hich \af7 \loch \f7 \lang2074 \langnp2074 \langfe1
033 \langfenp1033 \par }\pard \plain \qc \li0 \ri0 \widctlpar \aspalpha \aspnum
langfenp1033 \par }\pard \plain \qc \li0 \ri0 \widctlpar \aspalpha \aspnum \adju
pard \plain \li0 \ri0 \widctlpar \aspalpha \aspnum \adjustright \lin0 \rin0 \ita
\af7 \loch \f7 \lang3098 \langnp3098 \langfe1033 \langfenp1033 }{\fs20 \dbch
\af0 \hich \af7 \loch \f7 \lang3098 \langnp3098 \langfe1033 \langfenp1033 Baviti
se temom kvaliteta i kreiranja usluga, reklo bi se i nije toliko te\uc1 \u353 ?
ko, s obzirom da smo u prilici da gotovo svakodnevno ocenjujemo pojedine usluge
raznih sektora poslovnog sveta.}{\fs20 \dbch \af0 \hich \af7 \loch \f7 \lang3098
098 \langfe1033 \langfenp1033 \par }\pard \plain \li0 \ri0 \widctlpar \aspalpha
fe1033 \langfenp1033 Ovaj rad je nazna\uc1 \u269 ?io upravo koliko je ba\uc1 \
u353 ? ta potro\uc1 \u353 ?a\uc1 \u269 ?ka ocena bitna za celokupan tok- od stva
ranja do realizacije same usluge. Do\uc1 \u382 ?ivljaj klijenta opredeli\uc1 \u2
63 ?e ne samo njega ve\uc1 \u263 ? i ljude oko njega kao budu\uc1 \u263 ?e, pote
ncijalne korisnike.}{\fs20 \dbch \af0 \hich \af7 \loch \f7 \lang3098 \langnp3098
\langfe1033 \langfenp1033 \par }\pard \plain \li0 \ri0 \widctlpar \aspalpha \as
ngfenp1033 {\fs20 \dbch \af0 \hich \af7 \loch \f7 \lang3098 \langnp3098 \langfe1
033 \langfenp1033 \par }\pard \plain \li0 \ri0 \widctlpar \aspalpha \aspnum \adj
3 {\fs20 \dbch \af0 \hich \af7 \loch \f7 \lang3098 \langnp3098 \langfe1033 \lang
fenp1033 U bankarstvu, kvalitet ne zna\uc1 \u269 ?i samo zadovoljenje ve\uc1 \u2
63 ? prevazila\uc1 \u382 ?enje o\uc1 \u269 ?ekivanja potro\uc1 \u353 ?a\uc1 \u26
9 ?a. To zahteva od banke da koristi tehnologiju kako bi postigla prednost u una
pre\uc1 \u273 ?enju kvaliteta potro\uc1 \u353 ?a\uc1 \u269 ?ke usluge. Na takav
na\uc1 \u269 ?in, uspostavljena je veza izme\uc1 \u273 ?u visokog kvaliteta uslu
ge, koja ima potencijal da pove\uc1 \u263 ?a satisfakciju potro\uc1 \u353 ?a\uc1
\u269 ?a, i unapre\uc1 \u273 ?enja poslovanje. }{\fs20 \dbch \af0 \hich \af7 \l
och \f7 \lang3098 \langnp3098 \langfe1033 \langfenp1033 \par }\pard \plain \li0
lang3098 \langnp3098 \langfe1033 \langfenp1033 Kvalitet uklju\uc1 \u269 ?uje pri
vr\uc1 \u382 ?enost kontinuiranom unapre\uc1 \u273 ?enju i uslu\uc1 \u382 ?ne od
nose sa potro\uc1 \u353 ?a\uc1 \u269 ?ima, koji su mereni u izrazima satisfakcij
e potro\uc1 \u353 ?a\uc1 \u269 ?a. Imaju\uc1 \u263 ?i u vidu izazove iz okru\uc1
\u382 ?enja, banke sve vi\uc1 \u353 ?e unapre\uc1 \u273 ?uju svoj potro\uc1 \u3
53 ?a\uc1 \u269 ?ki orijentisan fokus i kroz razvoj ljudskih resursa banke. }{\f
ch \af7 \loch \f7 \lang2074 \langnp2074 \langfe1033 \langfenp1033 Vojvo\uc1 \u27
3 ?anska banka je svojevremeno bila lider bakarskog sektora. Neosporno da su joj
najvi\uc1 \u353 ?e bili privr\uc1 \u382 ?eni klijenti koji su pripadali lokalit
etu koji je odre\uc1 \u273 ?uje. Imala izgra\uc1 \u273 ?eni imid\uc1 \u382 ?, pr
epoznatljiv logo, bila prisutna u javnim sferama. Nekada\uc1 \u353 ?nju preobimn
u administraciju brzo su zamenili instrumenti savremene tehnologije. Zatim je na
stao period sve ve\uc1 \u263 ?eg priliva inostranog kapitala koji je uticao na u
po\uc1 \u353 ?ljavanje novih konkurenata.}{\fs20 \dbch \af0 \hich \af7 \loch \f7
\lang2074 \langnp2074 \langfe1033 \langfenp1033 \par }\pard \plain \li0 \ri0 \w
4 \langnp2074 \langfe1033 \langfenp1033 I sama vlasni\uc1 \u269 ?ka struktura Vo
jvo\uc1 \u273 ?anske banke je promenjena, \uc1 \u353 ?to je rezultiralo smanjenj
em broja zaposlenih i davanjem novog pe\uc1 \u269 ?ata uslu\uc1 \u382 ?nim ambij
entima i politici kompanije.}{\fs20 \dbch \af0 \hich \af7 \loch \f7 \lang2074 \l
angnp2074 \langfe1033 \langfenp1033 \par }\pard \plain \li0 \ri0 \widctlpar \asp
\langfe1033 \langfenp1033 Danas je to kompanija koja posluje relativno uspe\uc
1 \u353 ?no s obzirom na globalnu krizu koja je zahvatila sve sektore. To je usl
ovilo podizanje kamatnih stopa i nezadovoljstvo klijenata. Ali je ponuda usluga
ipak na zadovoljavaju\uc1 \u263 ?em nivou, i nizak je stepen izgubljenih klijena
ta.}{\fs20 \dbch \af0 \hich \af7 \loch \f7 \lang2074 \langnp2074 \langfe1033 \la
ngfenp1033 \par }\pard \plain \li0 \ri0 \widctlpar \aspalpha \aspnum \adjustrigh
3 Raznovrsnost usluga nije od presudnog zna\uc1 \u269 ?aja jer se mo\uc1 \u382 ?
e re\uc1 \u263 ?i da je ponuda ujedna\uc1 \u269 ?ena. O\uc1 \u269 ?ito da uvek p
ostoje faktori pri odluci za\uc1 \u353 ?to ba\uc1 \u353 ? izabrati konkretno Voj
vo\uc1 \u273 ?ansku banku a ne neku drugu. Ali \uc1 \u263 ?e to ostati u domenu
psihologije potro\uc1 \u353 ?a\uc1 \u269 ?a jer je te\uc1 \u353 ?ko precizno od
rediti ba\uc1 \u353 ? odlu\uc1 \u269 ?uju\uc1 \u263 ?i faktor izbora.}{\fs20 \db
r }\pard \plain \li0 \ri0 \widctlpar \aspalpha \aspnum \adjustright \lin0 \rin0
hich \af7 \loch \f7 \lang2074 \langnp2074 \langfe1033 \langfenp1033 }{\fs20 \db
r }\pard \plain \li0 \ri0 \widctlpar \aspalpha \aspnum \adjustright \lin0 \rin0
hich \af7 \loch \f7 \lang2074 \langnp2074 \langfe1033 \langfenp1033 Rad je poku\
uc1 \u353 ?ao da obuhvati najva\uc1 \u382 ?nije, koliko je mogu\uc1 \u263 ?e, a
li \uc1 \u263 ?e i pored svih napora uvek mnogo toga ostati nepomenuto. }{\fs20
\par }\pard \plain \li0 \ri0 \widctlpar \aspalpha \aspnum \adjustright \lin0 \ri
rd \plain \li0 \ri0 \widctlpar \aspalpha \aspnum \adjustright \lin0 \rin0 \itap0
\fs24 \lang3098 \langnp3098 \langfe1033 \langfenp1033 {\fs20 \dbch \af0 \hich \
\f7 \lang2074 \langnp2074 \langfe1033 \langfenp1033 \par }\pard \plain \li0 \ri
g2074 \langnp2074 \langfe1033 \langfenp1033 \par }\pard \plain \li0 \ri0 \widctl
par \aspalpha \aspnum \adjustright \lin0 \rin0 \itap0 \fs24 \lang3098 \langnp309
1033 \langfenp1033 {\fs24 \lang3098 \langnp3098 \langfe1033 \langfenp1033 \par }
\pard \plain \li0 \ri0 \widctlpar \aspalpha \aspnum \adjustright \lin0 \rin0 \it
ap0 \fs24 \lang3098 \langnp3098 \langfe1033 \langfenp1033 {\fs24 \lang3098 \lang
np3098 \langfe1033 \langfenp1033 \par }\pard \plain \qc \li0 \ri0 \widctlpar \as
4 \langfe1033 \langfenp1033 \par }\pard \plain \qc \li0 \ri0 \widctlpar \aspalph
3 \langfenp1033 {\fs20 \dbch \af0 \hich \af7 \loch \f7 \lang2074 \langnp2074 \la
ngfe1033 \langfenp1033 \par }\pard \plain \qc \li0 \ri0 \widctlpar \aspalpha \as
ngfenp1033 {\fs20 \dbch \af0 \hich \af7 \loch \f7 \lang2074 \langnp2074 \langfe1
033 \langfenp1033 \par }\pard \plain \qc \li0 \ri0 \widctlpar \aspalpha \aspnum
langfenp1033 \par }\pard \plain \qc \li0 \ri0 \widctlpar \aspalpha \aspnum \adju
33 \par }\pard \plain \qc \li0 \ri0 \widctlpar \aspalpha \aspnum \adjustright \l
ar }\pard \plain \qc \li0 \ri0 \widctlpar \aspalpha \aspnum \adjustright \lin0 \
pard \plain \qc \li0 \ri0 \widctlpar \aspalpha \aspnum \adjustright \lin0 \rin0
\plain \qc \li0 \ri0 \widctlpar \aspalpha \aspnum \adjustright \lin0 \rin0 \itap

n \qc \li0 \ri0 \widctlpar \aspalpha \aspnum \adjustright \lin0 \rin0 \itap0 \fs
\loch \f7 \lang2074 \langnp2074 \langfe1033 \langfenp1033 \par }\pard \plain \qc
\f7 \lang2074 \langnp2074 \langfe1033 \langfenp1033 \par }\pard \plain \qc \li0
\lang2074 \langnp2074 \langfe1033 \langfenp1033 Literatura :}{\fs32 \dbch \af0 \
\plain \qc \li0 \ri0 \widctlpar \aspalpha \aspnum \adjustright \lin0 \rin0 \itap
n \qc \li0 \ri0 \widctlpar \aspalpha \aspnum \adjustright \lin0 \rin0 \itap0 \fs
\loch \f7 \lang2074 \langnp2074 \langfe1033 \langfenp1033 \par }\pard \plain \qc
\f7 \lang2074 \langnp2074 \langfe1033 \langfenp1033 \par }\pard \plain \li0 \ri
g2074 \langnp2074 \langfe1033 \langfenp1033
Internet stranice:}{\fs3
3 \par }\pard \plain \qc \li0 \ri0 \widctlpar \aspalpha \aspnum \adjustright \li
n0 \rin0 \itap0 \fs24 \lang3098 \langnp3098 \langfe1033 \langfenp1033 {\field \f
ldedit {\*\fldinst {\fs24 \dbch \af0 \hich \af7 \loch \af7 \lang2074 \langnp2074
\langfe1033 \langfenp1033 }{\fs24 \dbch \af0 \hich \af7 \loch \f7 \lang2074 \la
ngnp2074 \langfe1033 \langfenp1033 HYPERLINK "http://www.e-business.us" }}{\fld
rslt {\fs24 \dbch \af0 \hich \af7 \loch \af7 \lang2074 \langnp2074 \langfe1033 \
langfenp1033 }{\cs16 \dbch \af0 \hich \af7 \loch \f7 \lang2074 \langnp2074 \cf13
\ul1 www.e-business.us}}}{\fs24 \dbch \af0 \hich \af7 \loch \af7 \lang2074 \lan
gnp2074 \langfe1033 \langfenp1033 }{\fs24 \dbch \af0 \hich \af7 \loch \f7 \lang2
074 \langnp2074 \langfe1033 \langfenp1033 \par }\pard \plain \qc \li0 \ri0 \widc
098 \langfe1033 \langfenp1033 {\field \fldedit {\*\fldinst {\fs24 \dbch \af0 \hi
ch \af7 \loch \af7 \lang2074 \langnp2074 \langfe1033 \langfenp1033 }{\fs24 \dbch
\af0 \hich \af7 \loch \f7 \lang2074 \langnp2074 \langfe1033 \langfenp1033 HYPE
RLINK "http://www.fabus.edu.rs" }}{\fldrslt {\fs24 \dbch \af0 \hich \af7 \loch \
af7 \lang2074 \langnp2074 \langfe1033 \langfenp1033 }{\cs16 \dbch \af0 \hich \af
7 \loch \f7 \lang2074 \langnp2074 \cf13 \ul1 www.fabus.edu.rs}}}{\fs24 \dbch \af
0 \hich \af7 \loch \af7 \lang2074 \langnp2074 \langfe1033 \langfenp1033 }{\fs24
}\pard \plain \li1080 \ri0 \widctlpar \aspalpha \aspnum \adjustright \lin1080 \r
in0 \itap0 \fs24 \lang3098 \langnp3098 \langfe1033 \langfenp1033 {\fs28 \dbch \a
f0 \hich \af7 \loch \f7 \lang2074 \langnp2074 \langfe1033 \langfenp1033 Strategi
jski menad\uc1 \u382 ?ment: Jovan Todorovi\uc1 \u263 ?,Dragan \uc1 \u272 ?uri\uc
1 \u269 ?in,Stevo Jano\uc1 \u353 ?evi\uc1 \u263 ?, 2000. god.}{\fs28 \dbch \af0
\hich \af7 \loch \f7 \lang2074 \langnp2074 \langfe1033 \langfenp1033 \line }{\fs
33 Obezbe\uc1 \u273 ?enje kvaliteta: Dr.Branko Z. Popovi\uc1 \u263 ?,dipl.ing.,D
r. Zdravko B. Todorovi\uc1 \u263 ?, dipl.ecc.
}{\fs28 \dbch \af0 \hic
ain \li0 \ri0 \widctlpar \aspalpha \aspnum \adjustright \lin0 \rin0 \itap0 \fs24
och \f7 \lang2074 \langnp2074 \langfe1033 \langfenp1033
Marketing
i menad\uc1 \u382 ?ment usluga}{\fs32 \dbch \af0 \hich \af7 \loch \f7 \lang2074
\langnp2074 \langfe1033 \langfenp1033 -}{\fs24 \dbch \af0 \hich \af7 \loch \f7 \
lang2074 \langnp2074 \langfe1033 \langfenp1033 \uc1 \u268 ?edomir Ljubojevi\uc1
\u263 ?}{\fs32 \dbch \af0 \hich \af7 \loch \f7 \lang2074 \langnp2074 \langfe1033
\langfenp1033 \par }\pard \plain \qc \li0 \ri0 \widctlpar \aspalpha \aspnum \ad
gfenp1033 \par }\pard \plain \qc \li0 \ri0 \widctlpar \aspalpha \aspnum \adjustr
h \af7 \loch \f7 \lang2074 \langnp2074 \langfe1033 \langfenp1033 \par }}

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langfe1033 \langfenp1033 {\fs24 \lang2074 \langnp2074 \langfe1033 \langfenp1033

k bankarskog sektora, ali se obja\uc1 \u353 ?njenja odnose gotovo na celokupan b

\af7 \lang1031 \langnp1031 \langfe1033 \langfenp1033 {\b1 \fs20 \kerning32 \dbch

\af7 \loch \f7 \lang2074 \langnp2074 \langfe1033 \langfenp1033 Neosporno je da

24 \lang3098 \langnp3098 \langfe1033 \langfenp1033 {\fs20 \dbch \af0 \hich \af7

rogramskih re\uc1 \u353 ?enja i upravljanje operativnom infrastrukturom?}{\fs20

je nedostatke na dobrom si putu da ih prevazi\uc1 \u273 ?e\uc1 \u353 ?.}{\fs20 \

\af0 \hich \af7 \loch \f7 \lang2074 \langnp2074 \langfe1033 \langfenp1033

33 \langfenp1033 kvalitet procesa ili funkcionalni kvalitet odnosi se na kvalite

b \tx360 \itap0 \ls19 \fs28 \lang1060 \langnp1060 \langfe1033 \langfenp1033 {\li

lizacije ugovora o depozitu/kreditu i iznosu isplatne/otplatne rate.}{\fs20 \dbc

0 \fs24 \lang3098 \langnp3098 \langfe1033 \langfenp1033 {\fs32 \dbch \af0 \hich

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