Customer Loyalty and its Determinants in a Banking Services Environment
AbstractThe present paper presents the methodology and the main results of a quantitative study applied on a sample of 1010 respondents, in the Romanian banking industry. The aim of the study was to research the customer level of loyalty toward Romanian organizations acting in the retail banking sector. According to similar researches in the field, loyalty is a complex construction, which comprises both psychological and behavioural components, fact also proved by the results of the present research. As the survey results show, Romanian customers remain in relationships with banks due to the existence of both favourable attitudes or positive motivations (representing 46,36% of the total retention motivations) and constraint factors or inertia (representing 52,44% of the total retention motivations). At the same time, the results prove that the level of loyalty stated by customers is supported not only by the level of satisfaction, but also by factors like: bank’s attitude towards its own customers, the level of customer trust toward the organization or its employees in ensuring the financial interests of clients, and also by the level of customer commitment. Customer switching behaviour is determined in 58% of cases by the high level of dissatisfaction toward the banks’ policy of price.
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Bibliographic InfoArticle provided by Academy of Economic Studies - Bucharest, Romania in its journal The AMFITEATRU ECONOMIC journal.
Volume (Year): 11 (2009)
Issue (Month): 26 (June)
research; banking services; customer behaviour; customer loyalty; relationship marketing;
Find related papers by JEL classification:
- M31 - Business Administration and Business Economics; Marketing; Accounting - - Marketing and Advertising - - - Marketing
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- Bloemer, Jose & Ruyter, Ko de & Peeters, Pascal, 1998. "Investigating drivers of bank loyalty: the complex relationship between image, service quality and satisfaction," Open Access publications from Maastricht University urn:nbn:nl:ui:27-6343, Maastricht University.
- Cătălina Chirica, 2013. "Relationship Marketing - Best Practice in the Banking Sector," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 15(33), pages 288-300, February.
- Doru Plesea & Rodica Pamfilie & Irina Maiorescu, 2011. "The Relationship Communication Structure - Uncertainty Avoidance Reflected in Romanian Websites Design," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 13(Special N), pages 746-753, November.
- Matevž Rasković & Barbara Mörec, 2012. "Organizational Change and Corporate Sustainability in an Economic Crisis: Evidence from Slovenia," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 14(32), pages 522-536, June.
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