DIMENSIONS OF SERVICE OFFER, AS AN ASSUMPTION OF BUILDING LONG TERM RELATIONS WITH THE CUSTOMERS OF TELECOMMUNICATION SERVICES / DIMENZIJE USLUŽNE PONUDE KAO PRETPOSTAVKA GRAĐENJA DUGOROČNIH ODNOSA SA KUPCIMA TELEKOMUNIKACIJSKIH USLUGA

Nezir Huseinspahić, Džemal Kulašin, Sadik Bahtić

Апстракт


he purpose of this paper is expressed in the need to research the significance of individual dimensions of service offers for customers and their influence to readiness to build long-term relations with the company BH Telecom Sarajevo. The subject of the research are dimensions of service offers and their influence to the possibility of building long-term relations and cooperation between service provider and customers, namely inclinations of customers to “get attached” to their telecom provider. The goal of the research is defined in the need to ascertain which sub-dimensions of service offer is the most significant assumption of building long-term relations with customers, starting with the belief that mutual cooperation will be created and that it will ensure values for participants in the service process. The research deepens the comprehension of the influence of dimensions of service offer to the willingness of buyers for building of relations, which is considered to be a key assumption for customer loyalty to the company. Based on the results of research it is possible to conclude that three sub-dimensions of service offer have a direct and positive influence to the dimension of willingness of customers for building relations with the company BH Telecom, which include materialization of offer, followed by the brand and company image, whereas it least depends on the service quality and process of service providing, which refers to the conclusion that the customer perceives in advance satisfactory level of quality and level of provided service.

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DOI: http://dx.doi.org/10.7251/EMC1802211H

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ISSN 2232- 8823          EISSN 2232-9633

UDK: 33

IZDAVAČ:
Panevropski univerzitet “APEIRON”
FAKULTET POSlOVNE EKONOMIJE
Pere Krece 13, 78102 Banja Luka, BiH/RS
www.apeiron-uni.eu

Odgovorno lice izdavača:
DARKO Uremović

Urednik izdavača:
ALEKSANDRA Vidović

Glavni i odgovorni urednik:
Zorka Grandov

Urednik:
SANEL Jakupović

Uređivački odbor / International members:

Prof. Dr. Esad Jakupovic, academic, Pan - European University Apeiron Banja Luka, Bosnia and Herzegovina
Prof. Dr. Zoran Avramovic, academic, Pan European University Apeiron Banja Luka, Bosnia and Herzegovina
Prof. Dr. Vuk Ognjanović, Faculty of Transportation, communications and logistics, Berane, Montenegro
Prof. Heri Bezić, Dean, Faculty of Economics, University of Rijeka, Croatia
Prof. Dr. Vinko Kandžija, Faculty of Economics, University of Rijeka, Croatia
Prof. Dr. Vlatka Bilas, University of Zagreb, Faculty of Economics, Croatia
Doc. Dr Anica Hunjet, University North, Varazdin, Croatia
Prof. Dr. Mirko Tripunovski, dean, FON University in Skopje, Macedonia
Prof. Dr. Bojan Rosi, Dean, Faculty of Logistics Celje, University of Maribor, Slovenia
Prof. Dr. Nenad Vunjak, Dean, Faculty of Economics in Subotica, University of Novi Sad, Serbia
Prof. Dr Slađana Barjaktarović - Rakocevic, Vice Dean, Faculty of Organizational Sciences (FON), Belgrade, Serbia
Prof. Dr. Kıymet Tunca Caliyurt, Trakya University Edirne, Turkey


Redakcijski odbor:

MARKO Laketa, Panevropski univerzitet Apeiron, BiH
ALEKSANDRA Vidović, Panevropski univerzitet Apeiron, BiH
DRAGAN Kolev, Panevropski univerzitet Apeiron, BiH
MAJA Đokić, Panevropski univerzitet Apeiron, BiH
JANA Aleksić, Panevropski univerzitet Apeiron, BiH
NINA Uremović, Panevropski univerzitet Apeiron, BiH
VANJA Sredojević, Panevropski univerzitet Apeiron, BiH
ŽIVANA Kljajić, Panevropski univerzitet Apeiron, BiH


Sekretar i tehnička podrška:
MARICA Banović

Lektor srpskog jezika:
TANJA Ančić

Lektor engleskog jezika:
STOJANKA Radić

Tehnički urednik:
SRETKO Bojić

Web dizajn:
SINIŠA Kljajić

Štampa:
Markos, Banja Luka

Tiraž:
300

Indexed in: LICENSE AGREEMENT, 3.22.12. EBSCO Publishing Inc., Current Abstracts
ip-science.thomsonreuters.com
ebscohost.com
indexcopernicus.com
citefactor.org/contact

scholar.google.com
doisrpska.nub.rs
crossref.org
road.issn.org
erihplus.nsd.no 

 

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