2021 http://creativecommons.org/licenses/by-sa/4.0/legalcode Marketing 52(2) https://phaidrabg.bg.ac.rs/o:29117 doi:10.5937/mkng2102083V ISSN: 0354-3471 application/pdf 434172 bytes Ključne reči : internet bankarstvo, Srbija, satisfakcija klijenata, e-satisfakcija Keywords: internet banking, Serbia, customer satisfaction, e-satisfaction. Vehapi, Semir Lekpek, Ahmedin Šabotić, Zenaida Sažetak : U ovom radu analizirana je satisfakcija bankarskih klijenata uslugama internet bankarstva u Republici Srbiji. Cilj istraživanja je da se izmeri stvarni nivo zadovoljstva klijenata domaćih banaka uslugama internet bankarstva i utvrdi povezanost satisfakcije internet bankarstvom i njenih glavnih determinanti. Istraživanje je sprovedeno pomoću upitnika i učešće je uzelo 193 ispitanika. Dobijeni odgovori su obrađeni korišće- njem deskriptivne statičke analize, analize pouzdanosti istraživačkih varijabli, korela- cione analize i multivarijantne regresione analize. Na osnovu analize relevantne literature, kao nezavisne varijable određeni su efikasnost, bezbednost i privatnost, pristupačnost, responzivnost i troškovi, dok je satisfakcija zavisna varijabla. Rezultati istraživanja pokazuju da najjači uticaj na satisfakciju bankarskih klijenata uslugama internet bankarstva ima faktor efikasnosti, slede responzivnost, bezbednost i privatnost, dok pristupačnost i troškovi nemaju statistički značajan uticaj na satisfakciju korisnika internet bankarstva. Abstract: This paper analyzes the satisfaction of bank clients with the internet banking services in the Republic of Serbia. The aim of the research is to measure the actual level of satisfaction of the domestic banks clients with the inter net banking services and to determine the connection between satisfaction and internet banking and its main de terminants. The research was conducted through a ques tionnaire, and 193 respondents took part. The obtained answers were processed using descriptive static analysis, reliability analysis of research variables, correlation analy sis, and multivariate regression analysis. By analyzing the relevant literature, efficiency, safety and privacy, accessibil ity, response and costs were determined as independent variables, while satisfaction was used as a dependent vari able. The research results show that the strongest influence on the bank clients satisfaction has the efficiency factor, followed by the response, security, and privacy, while ac cessibility and costs do not have a statistically significant impact on the internet banking users satisfaction. srp Determinante satisfakcije bankarskih klijenata uslugama internet bankarstva u Srbiji Determinants of The Bank Clients Satisfaction with The Internet Banking Services in Serbia info:eu-repo/semantics/article