ULOGA ODNOSA S JAVNOŠĆU U ODABIRU BANKARSKIH USLUGA
ROLE OF PUBLIC RELATIONS IN BANKING SERVICE SELECTION

Summary/Abstract: The purpose of this empirical research is to study and analyze the impact of public relations on specific banking service selection. This sample includes a total of 106 respondents and comprises the clients of commercial banks in the Herzegovina-Neretva Canton. Based on the topic and research objectives, the main hypotheses is that public relations have positive effect on the selection of banking services. For processing the collected data, there is an appropriate software – SPSS package applied. Data collected in the empirical research were processed with the use of several statistical methods: descriptive statistics, through tabulation, calculating the average value, calculating the frequency of different responses and testing the reliability and validity of the applied measurement scales through Cronbach Alpha coefficient. Suggested hypotheses were tested by multiple regression method. The results of the study confirmed the main and additional hypotheses and showed that public relations have a significant positive impact on customers in their selection of banking services.

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