Abstract
Customer orientation in the last couple of years has been experiencing an expansion in many service-based organizations including banks. The needs of financial services users are dynamically changing, making it necessary for banks to be oriented towards developing long-term relationships with their clients in order to become and remain profi table. The main objective of this research is aimed at studying attitudes of corporate clients – small and medium enterprises – on different elements of the service quality delivered by a banking institution. The results of the conducted study emphasize three key elements of a service offer in corporate banking, including, respecting and understanding a bank’s clients, professionalism and image. Such findings additionally confirm the necessity for modern banking institutions to embrace the concept of tight cooperation with clients, only possible if they are truly committed to the marketing orientation in their everyday business.
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