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Da bi uspješno prilagodio stil liderstva organizacionoj kulturi, lider prvo mora znati koje elemente ona sadrži. Različitim tipovima organizacione kulture odgovaraju različiti stilovi liderstva. Lider u određenoj organizacionoj kulturi bira stil liderstva koji najbolje odgovara pretpostavkama sadržanim u toj kulturi, jer u protivnom neće biti prihvaćen kao vođa. Uspješan menadžer treba da procijeni koji to pristup lidera prema sljedbenicima poboljšava kvalitet međusobnog odnosa, a samim tim i poslovnog ambijenta, kao jednog od faktora konkurentnosti. Predmet istraživanja rada je da se utvrdi stil liderstva koji menadžeri crnogorskih turističkih preduzeća koriste u odnosu na svoje sljedbenike, pri njihovom usmjeravanja u cilju ostvarenja postavljenih poslovnih ciljeva, kao i utvrđivanje organizacione kulture kao rezultata odabranog liderskog stila menadžera. Istraživački dio rada bavi se analizom promjene stila liderstva menadžera turističkih preduzeća, kao i da li je promjena stila liderstva dovela do promjene organizacione kulture u posmatrana dva vremenska perioda. Doprinos sprovedenog istraživanje ogleda se u tome što će omogućiti sticanje uvida u dominantne tipove organizacione kulture u turističkim preduzećima u Crnoj Gori, i stilove liderstva, kao i njihov međusobnom uticaju, čije usaglašavanje je neophodno za uspiješno poslovanje i postizanje konkurentske prednosti turističkih preduzeća. Ključne reči: stilovi liderstva, organizaciona kultura, menadžerska mreža. Uticaj stila liderstva na organizacionu kulturu turističkih preduzeća u Crnoj Gori | 15

Corporate identity is a "personality" of a company which is designed to be in line with the company's achievements and tailored to its goals. The theoretical part defines the concept of corporate identity, its elements and the factors affecting it, the relationship between corporate identity and the client. The empirical part deals with the analysis of the corporate identity of banks in Montenegro. The subject of the conducted explorative quantitative study is to determine how users of banking services evaluate the basic elements of corporate identity of banks. The aim of the research is to determine whether the elements of corporate identity are in line with the expectations of users of banking services, and whether the basic elements of corporate identity influence the choice of the bank and the loyalty of clients. The corporate identity of banks is important, but is not a crucial factor in choosing a bank by clients in Montenegro. Besides the well-designed elements of corporate identity, the fair price and a high quality product and service that the bank efficiently delivers to the client is also a necessary precondition for successful retention of existing clients, as well as for attracting new ones.

Transformation of the banking sector has led to today's banks providing a complete service - financial service both on the domestic and international level. The focus of their business is the client whose loyalty depends on the operations of the bank. The aim is to indicate that there is a direct link between the quality of the banking product and the service that affects the client's satisfaction and loyalty, which directly affects the bank's business and its competitive advantage in the financial market. The paper gives a theoretical and practical overview of the quality of service, satisfaction and loyalty of clients, and the performance of the bank, which depends on clients. In the theoretical part, the concept of a client, its significance and specifics related to its influence on the bank's business, through its satisfaction and loyalty to the bank, is defined. The empirical part deals with the analysis of customer satisfaction and loyalty towards banking products and services in Montenegro and how much the quality of banking services has an impact on the satisfaction and loyalty of the customer. The analysis of the factual situation will be carried out, the conclusions will be presented and recommendations made for improvement of the quality of the service, which will contribute to the greater satisfaction of the clients, and therefore the loyalty to the particular bank. All of this is directly related to the possibility of achieving the competitive advantage of banks within the banking sector where a particular bank operates.