Customer Experience Quality and Its Marketing Outcomes in Banking: Evidence from Industry in Transition Tanja Džinić, Đorđe Ćelić, Viktorija Petrov, Zoran Drašković Systems, 2026 Human–technology relationships have become core strategic capabilities and enablers of enterprise sustainability. Contemporary interactions between humans and technology are undergoing a profound transformation toward a more human-centric and value-oriented paradigm, aiming for Industry and Society 5.0, a shift that is particularly salient in banking. The influence of customer experience quality on the strategic foundations of enterprise management is being fundamentally redefined. The purpose of this research is to assess the influence of customer experience on marketing outcomes in the banking industry. To analyze the directions, strengths, and statistical significance of relationships, structural equation modeling (SEM) using partial least squares (PLS) was employed. The research model was tested on a sample of 616 valid responses from customers of banking services in Serbia. The research shows that customer experience positively impacts customer satisfaction, behavioral loyalty intentions, and word-of-mouth, making it a strong predictor of marketing outcomes. The moderating roles of gender, customer segment, and respondents’ regional affiliation were tested, identifying variables that moderate significant relationships between customer experience and marketing outcomes, unveiling detailed insights into demographic and segmentation disparities. The findings offer robust empirical support for managerial decision making in customer experience enhancement initiatives.
The effects of environment uncertainty and leadership styles on organisational innovativeness Maja Strugar Jelača, Nikola Milićević, Radmila Bjekić, Viktorija Petrov Engineering Economics, 2020 The paper aims to better understand the importance of a company’s external environment uncertainty level and the CEO’s leadership style for innovation. Different leadership styles were assessed in the context of a full range leadership theory, namely: transformational (Tfl), transactional (Tsl) and passive leadership (PL). Partial Least Squares-Structural Equation Model was developed, tested and validated to explain the effect of environment uncertainty and leadership style on organisational innovativeness. The hypotheses were tested using responses of managers from 159 medium and large organisations in the Republic of Serbia during 2017. The results suggest that there is a statistically significant relationship between environment uncertainty and organisational innovativeness, while transformational leadership was described as important leadership style that cannot be ignored if organisation wants to improve organisational innovativeness. Influence of transactional leadership was not statistically significant, while passive leadership style was found to have the negative influence on organisational innovativeness. Based on the results of the study, practical implication of creating a more supportive workplace for all types of innovation is emphasised. Encouraging managers to predominantly use proactive leadership, i.e. transformational style, facilitates significant innovative capacity. The effective use of leadership style and its innovativeness in South-eastern European countries is vastly unexplored. Thus, the results of the research fill the literature gap between Western leadership theory and South-eastern European context.
The relationship between organizational culture and performance of sme’s: Empirical study from a developing country Z. Drašković, Đorđe Ćelić, I. Cosic, Z. Uzelac, Viktorija Petrov Tehnicki Vjesnik, 2019 This article explores the link between organizational culture and effectiveness for SMEs in transitional socio-economic environment in Serbia. By analyzing the data from the survey gathered from 760 senior executives and employees from 86 SMEs in Serbia this study empirically evaluates the dimensions of OCTAPACE model of organizational culture, and presents a multi method analysis of the link between culture and growth of SMEs in a transitional economy. This study also examines whether the level of organizational culture depends on the type of the industry that SMEs belong to (knowledge or capital intensive). Furthermore, as a legacy of economic transition we have workforce with a unique set of subcultures. By analyzing the data from the second survey gathered from 257 senior executives and employees from SMEs in Serbia and Southern California we explore the differences in cultures of SMEs from transitional economy and developed economy. Given that strong culture brings competitive advantage, the results of the second study provide basis for understanding competitive position of SMEs in Serbia, and could propose directions for development of culture in SMEs in Serbia that should help them overcome problems of the transition and reach better business results more quickly.
New market segmentation knowledge in the function of bioeconomy development in Serbia Nenad Djokic, Aleksandar Grubor, Nikola Milicevic, Viktorija Petrov, and Amfiteatru Economic, 2018 Sustainability of companies in modern market conditions greately depends on the knowledge. In order to improve their business processes and satisfy the needs of their customers, managers have to rely on new marketing knowledge, especially in new sectors such as bioeconomy. The aim of this paper is to investigate potential added value to Serbian organic food market segmentation researches (belonging to preconditions of further bioeconomy development) when implementing new marketing knowledge – food-related lifestyle market segmentation and scales’ testings. The results point out to adventurous consumers as the most important current and future market for organic food. Besides being the most educated (what was already established for consumers accepting organic food well in previous domestic researches), it is the first time that consumers accepting organic food in larger extent are brought in connection to their inclusion of the whole family in the preparation of meals and acceptance of novelties in cooking. It is also the first time to identify that there is a segment in domestic conditions for which price is not the greatest obstacle for increasing organic food consumption. That can be of the great importance for all actors (both national and foreign) operating at domestic food market.
Customer experience quality and its marketing outcomes in banking: evidence from industry in transition T Džinić, Đ Ćelić, V Petrov, Z Drašković Systems 14 (3), 278 , 2026 2026 Citations: 1
Measuring Customer Experience Quality in Banking Services in Serbia: Validation of the EXQ Scale Đ Ćelić, T Džinić, V Petrov, Z Drašković International Scientific Conference Strategic Management and Decision … , 2025 2025 Citations: 1
Consumer perception towards private label brands in the Republic of Serbia N Macura, V Petrov, D Nuševa, G Vukmirović, S Vučenović Industrija 53 (1), 7-26 , 2025 2025
Cluster analysis of research and development capacity in Europe D Brcanov, V Petrov, K Bala The European Journal of Applied Economics 22 (1), 86-97 , 2025 2025
Determinants of learning outcomes with online teaching based on students’ perception V Petrov, Z Drašković, Đ Ćelić, M Rus Strategic Management-International Journal of Strategic Management and … , 2024 2024 Citations: 8
Assessing Collaborative Climate in Organizations V Petrov, Z Drašković, Đ Ćelić International Scientific Conference Strategic Management and Decision … , 2024 2024
Knowledge Workers as a Driving Force of the Smart City Ecosystem Đ Čelić, Z Drašković, V Petrov, D Janjušić Zbornik radova znanstveno-stručne konferencije PILC 2024" Leadership and … , 2024 2024
BRIDGING THE KNOWLEDGE GAP BETWEEN SCIENCE AND INDUSTRY: EMPIRICAL RESEARCH OF UNIVERSITY OF NOVI SAD AND UNIVERSITY OF BELGRADE V Petrov, Z Drašković, Đ Ćelić, Z Uzelac Proceedings of the 28th International Scientific Conference Strategic … , 2023 2023 Citations: 1
SOURCES OF FUNDING ACADEMIC ENGAGEMENT: EMPIRICAL RESEARCH OF UNIVERSITY OF NOVI SAD AND UNIVERSITY OF BELGRADE Đ Ćelić, V Petrov, Z Drašković, Z Uzelac, B Melović 2023
Mogućnosti prevazilaženja jaza između naučno-istraživačkog rada I komercijalizacije V Petrov Nauka i inovacije kao pokretači privrednog razvoja, 1 , 2022 2022 Citations: 5
Commercializing university knowledge in Serbia–an empirical evidence V Petrov, Z Drašković, Đ Ćelić, Z Uzelac PaKSoM 2022 273 , 2022 2022 Citations: 2
Determinants of learning outcomes and satisfaction with online teaching based on students’ perceptionsuitability of applying the instrument V Petrov, Z Drašković, Z Uzelac, Đ Ćelić Proceedings of 27th International Scientific Conference Strategic Management … , 2022 2022 Citations: 1
Management Dynamics in SMEs: Examining the Interaction Between Employee Attitude, Technology, and Structure V Petrov, Z Drašković, Đ Ćelić, Z Uzelac International Scientific Conference Strategic Management and Decision … , 2021 2021
Comparison of organizational cultures from a transitional economy and a knowledge economy: empirical study from Serbia and Southern California Z Drašković, Đ Ćelić, V Petrov, Z Uzelac Strategic Management-International Journal of Strategic Management and … , 2020 2020 Citations: 9
The effects of environment uncertainty and leadership styles on organisational innovativeness MS Jelača, N Milićević, R Bjekić, V Petrov Engineering Economics 31 (4), 472-486 , 2020 2020 Citations: 44
Three pillars of knowledge management in SMEs: evidence from Serbia V Petrov, Đ Ćelić, Z Uzelac, Z Drašković International Entrepreneurship and Management Journal 16 (2), 417-438 , 2020 2020 Citations: 43
Specific influence of knowledge intensive and capital intensive organizations on collaborative climate and knowledge sharing in SMEs V Petrov, Đ Ćelić, Z Uzelac, Z Drašković Strategic Management-International Journal of Strategic Management and … , 2020 2020 Citations: 33
The relationship between organizational culture and performance of SME’s: Empirical study from a developing country Đ Ćelić, I Ćosić, Z Uzelac, V Petrov Tehnički vjesnik 26 (6), 1620-1627 , 2019 2019 Citations: 5
Understanding Millennial Perception of Website Characteristics Đ Ćelić, Z Drašković, I Ćosić, Z Uzelac, V Petrov International Joint conference on Industrial Engineering and Operations … , 2019 2019 Citations: 1
Commercial organizations and marketing: Issues concerning the market NO Tyutrin, VG Petrov, NT Israfilov International Journal of Management and Business Research 9 (2), 149-158 , 2019 2019
MOST CITED SCHOLAR PUBLICATIONS
The effects of environment uncertainty and leadership styles on organisational innovativeness MS Jelača, N Milićević, R Bjekić, V Petrov Engineering Economics 31 (4), 472-486 , 2020 2020 Citations: 44
Three pillars of knowledge management in SMEs: evidence from Serbia V Petrov, Đ Ćelić, Z Uzelac, Z Drašković International Entrepreneurship and Management Journal 16 (2), 417-438 , 2020 2020 Citations: 43
Specific influence of knowledge intensive and capital intensive organizations on collaborative climate and knowledge sharing in SMEs V Petrov, Đ Ćelić, Z Uzelac, Z Drašković Strategic Management-International Journal of Strategic Management and … , 2020 2020 Citations: 33
Comparative analysis of knowledge management activities in SMEs: Empirical study from a developing country Z Uzelac, Đ Ćelić, V Petrov, Z Drašković, D Berić Procedia Manufacturing 17, 523-530 , 2018 2018 Citations: 26
New market segmentation knowledge in the function of bioeconomy development in Serbia N Djokic, A Grubor, N Milicevic, V Petrov Amfiteatru Economic 20 (49), 700-716 , 2018 2018 Citations: 22
Assessing sustainability of the Southeast European economies V Petrov, N Trivić, Đ Ćelić Економика пољопривреде 65 (2), 519-529 , 2018 2018 Citations: 18
Comparison of organizational cultures from a transitional economy and a knowledge economy: empirical study from Serbia and Southern California Z Drašković, Đ Ćelić, V Petrov, Z Uzelac Strategic Management-International Journal of Strategic Management and … , 2020 2020 Citations: 9
Determinants of learning outcomes with online teaching based on students’ perception V Petrov, Z Drašković, Đ Ćelić, M Rus Strategic Management-International Journal of Strategic Management and … , 2024 2024 Citations: 8
Determination of the economic growth rates by the growth quality N Trivic, V Petrov Economic Horizons/Ekonomski Horizonti 16 (2) , 2014 2014 Citations: 7
Differences in attitudes toward internet usage–empirical study from Serbia Đ Ćelić, Z Drašković, Z Uzelac, V Petrov Strategic Management-International Journal of Strategic Management and … , 2018 2018 Citations: 6
Mogućnosti prevazilaženja jaza između naučno-istraživačkog rada I komercijalizacije V Petrov Nauka i inovacije kao pokretači privrednog razvoja, 1 , 2022 2022 Citations: 5
The relationship between organizational culture and performance of SME’s: Empirical study from a developing country Đ Ćelić, I Ćosić, Z Uzelac, V Petrov Tehnički vjesnik 26 (6), 1620-1627 , 2019 2019 Citations: 5
Deljenje znanja u malim i srednjim preduzećima u IT sektoru Z Uzelac, Đ Ćelić, Z Drašković, D Berić, V Petrov Zbornik radova INFOTEH-JAHORINA, 250-254 , 2018 2018 Citations: 3
Commercializing university knowledge in Serbia–an empirical evidence V Petrov, Z Drašković, Đ Ćelić, Z Uzelac PaKSoM 2022 273 , 2022 2022 Citations: 2
Exploring constructs of leadership in SMEs: The case of Serbia V Petrov, D Celic, Z Uzelac, Z Draskovic, D Janjusic Journal of Business Paradigms 3 (1), 48-61 , 2018 2018 Citations: 2
Self-efficacy Among Students of Engineering in Novi Sad V Petrov University of Novi Sad, 6th PSU-UNS International Conference on Engineering … , 2013 2013 Citations: 2
Customer experience quality and its marketing outcomes in banking: evidence from industry in transition T Džinić, Đ Ćelić, V Petrov, Z Drašković Systems 14 (3), 278 , 2026 2026 Citations: 1
Measuring Customer Experience Quality in Banking Services in Serbia: Validation of the EXQ Scale Đ Ćelić, T Džinić, V Petrov, Z Drašković International Scientific Conference Strategic Management and Decision … , 2025 2025 Citations: 1
BRIDGING THE KNOWLEDGE GAP BETWEEN SCIENCE AND INDUSTRY: EMPIRICAL RESEARCH OF UNIVERSITY OF NOVI SAD AND UNIVERSITY OF BELGRADE V Petrov, Z Drašković, Đ Ćelić, Z Uzelac Proceedings of the 28th International Scientific Conference Strategic … , 2023 2023 Citations: 1
Determinants of learning outcomes and satisfaction with online teaching based on students’ perceptionsuitability of applying the instrument V Petrov, Z Drašković, Z Uzelac, Đ Ćelić Proceedings of 27th International Scientific Conference Strategic Management … , 2022 2022 Citations: 1
