Marko M. Pavlović1, Biljana Tešić

1Academy of Technical Vocational Studies, Katarine Ambrozić 3, 11000 Belgrade, Serbia
 2 Singidunum University Belgrade, Faculty of Health and Business Studies Valjevo, Železnička 5, 14000 Valjevo, Serbia,


ISSN 2637-2150
e-ISSN 2637-2614
UDC 336.71(497.5):[005.52:005.33
DOI 10.7251/STED2302029P
COBISS.RS-ID 139427585
Paper Submited: 22.06.2023.
Paper Accepted: 10.10.2023.
Paper Published: 29.11.2023.

Corresponding Author:
Marko Pavlović, Academy of Technical Vocational Studies, Katarine Ambrozić 3, 11000 Belgrade, Serbia

Copyright © 2022 Marko M. Pavlović & Biljana Tešić; published by UNIVERSITY PIM. This work licensed under the Creative Commons Attribution-NonCommercial-NoDerivs 4.


This paper aims to highlight the importance of defining the dimensions of service quality and their impact on the satisfaction and loyalty of users of banking services in the banking sector of the Republic of Croatia. The study focuses on service quality parameters and customer satisfaction. The paper aims to examine discrepancies between expected and perceived attributes of banking services (Servqual model) on a sample of 130 respondents from the Republic of Croatia. Special objectives include examining the differences in the expression of scores on the dimensions of the expected and observed ABS scales in relation to the socio-demographic variables in the research (gender, age, professional education…etc). Based on the empirical study, it can be concluded that all service quality parameters play a vital role in customer satisfaction. The research results indicate that all five key dimensions of Servqual – tangibility, reliability, accountability, security, and empathy, are significantly and positively related to the overall Servqual perceived by users.

Keywords: bank, service quality, Croatia, customer satisfaction, Servqual model.