Izvorni znanstveni članak
ROLE OF PUBLIC RELATIONS IN BANKING SERVICE SELECTION
Marija Vukoja
; Ekonomski fakultet Sveučilišta u Mostaru
Sažetak
The purpose of this empirical research is to study and analyze the impact of public relations on
specific banking service selection. This sample includes a total of 106 respondents and comprises the
clients of commercial banks in the Herzegovina-Neretva Canton. Based on the topic and research
objectives, the main hypotheses is that public relations have positive effect on the selection of banking
services. For processing the collected data, there is an appropriate software – SPSS package
applied. Data collected in the empirical research were processed with the use of several statistical
methods: descriptive statistics, through tabulation, calculating the average value, calculating the
frequency of different responses and testing the reliability and validity of the applied measurement
scales through Cronbach Alpha coefficient. Suggested hypotheses were tested by multiple regression
method. The results of the study confirmed the main and additional hypotheses and showed that
public relations have a significant positive impact on customers in their selection of banking services.
Ključne riječi
public relations; PR; banking services; bank’s customers; banks
Hrčak ID:
190207
URI
Datum izdavanja:
30.6.2017.
Posjeta: 2.328 *