HUMAN RESOURCE MANAGEMENT IN THE FUNCTION OF ACQUIRING COMPETITIVE ADVANTAGE IN BANKING

Nevena Jolović

doi:10.5937/Oditor1903065J

Authors

Nevena Jolović he University of Novi Sad, Faculty of Economics in Subotica, Subotica, Serbia Author

DOI:

https://doi.org/10.5937/Oditor1903065J

Keywords:

human resource management, competitive advantage, banks, banking

Abstract

The epithet of classic, dominant and, at the same time, the most numerous institutions in the financial market, belongs to banks for centuries. In the current conditions, financial institution of this type needs to, in order to retain a key role and fight for better market position among strong competitors, set a business on the principles of efficient resource management. More specifically, numerous authors consider that in the 21st century, differentiation and creation of the bank's competitive advantage are possible only with quality, motivated and adequately organized human resources. Human resource management is, therefore, a function to which ambitious banks should pay special attention. The aim of the research is to highlight the importance that human resources management can have in the process of gaining a bank's competitive advantage in the market. A descriptive method, analysis and synthesis techniques, and a detailed content analysis of available domestic/foreign literature were used for the preparation of this paper. The result of the research is a confirmed belief that quality management of human resources has a positive effect on bank's gaining a competitive advantage in the market.

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