Funkcjonalny wymiar konfliktu na rynku usług bankowych w Polsce

• Autorzy: Malwina Berger , Maciej Mitręga

Warianty tytułu

Functional Conflict Dimension on the Banking Services Market in Poland

• Języki publikacji: PL

Abstrakty

Zarządzanie konfliktem w relacjach z konsumentami należy do najważniejszych i jednocześnie najmniej rozpoznanych obszarów badań z zakresu marketingu relacji. Badania takie nie były prowadzone, zwłaszcza w krajach postsocjalistycznych, co stanowi lukę w wyłaniającej się teorii zarządzania konfliktem relacyjnym. W niniejszym artykule zaprezentowano wyniki badań, które pozwoliły na określenie wielowymiarowości konfliktu z perspektywy klientów banków w Polsce. Badania te wskazały na cztery aspekty zarządzania konfliktem, a także na ich wpływ na satysfakcję klienta z relacji z bankiem. W badaniach wykorzystano tzw. teorię sprawiedliwości w odniesieniu do relacji wymiennych.(abstrakt oryginalny)

EN

Managing conflicts in customer relationships is one of most important and, at the same time, one of least explored, research areas within the larger area of relationship marketing studies. Such studies were not conducted in post-communist countries, which may be treated as a gap in the emerging theory of relationship conflict management. This paper presents research results that identify multi-dimensionality of conflict from the perspective of customers in banking industry in Poland. This study emphasizes four aspects of conflict handling, and the influence of these factors on customer satisfaction in relationship with the bank. This study is grounded in so-called "equity theory" with regard to exchange relationships.(original abstract)

Słowa kluczowe

PL

Analiza konfliktów; Relacje z klientami; Bankowość; Pomiary

EN

Conflict analysis; Relationships with customers; Banking; Measurement

• Czasopismo: Nauki o Zarządzaniu / Uniwersytet Ekonomiczny we Wrocławiu
• Rocznik: 2015
• Numer: nr 3 (24)
• Strony: 20--32

Twórcy

autor

Malwina Berger

• Uniwersytet Ekonomiczny w Katowicach

autor

Maciej Mitręga

• Uniwersytet Ekonomiczny w Katowicach

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Identyfikatory

DOI

10.15611/noz.2015.3.02