CONCEPTUAL MODEL AS THE TOOL FOR MANAGING BANK SERVICES QUALITY

Quality has become basic factor of economic efficiency and basic principle of business activities of successful organizations. Its consequence is revolution on the area of quality that has comprised all kinds of products and services and so the bank services as well. To understand the present and future needs of clients and to know how to fulfill and try to exceed their expectations is the task of each efficient economy. Therefore, the banks in the developed economies try to re-orientate organizationally, technologically and informatically their business activities placing the client in the core of this business activity. Significant indicators of quality services that banks offer is measured by the waiting time of clients for the offer of the desirable service and the number of clients who give up to enter the bank due to the long waiting queues. Dissatisfied client is the worst work result and business activity of banks. Following the stated, the great effort is made to improve service qualities, which means professionalism and communication of personnel with whom the clients come in contact, and giving punctual and clear information and short waiting period of standing in the lines. The aim of this work is to present and describe the functioning of bank system under the conditions of establishing quality in offering services to clients and to recognize basic guidelines for quality increase in the work of sub branches. Since the banking is very dynamic and complex system, the conceptual model is carried out for the purpose of optimization of the stated quality parameters for the bank business activity; this model, in further research, will serve for the development of simulation model.