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Eine integrative Analyse der Treiber der Kundenbindung bei Banken – Systematisierung und empirische Befunde

Author

Listed:
  • Manfred Bruhn

    (Universität Basel, Ordinarius für Marketing und Unternehmensführung, Petersgraben 51, CH-4003 Basel/Schweiz)

  • Dominik Georgi

    (Frankfurt School of Finance & Management, Deutsche Bank Professur für Retail Banking und Dienstleistungsmanagement, Sonnemannstraße 9-11, D-60314 Frankfurt/M)

Abstract

The aims of this article are systematization and empirical analysis of customer relationship drivers in banking. On the basis of an intensive literature analysis, customer relationship drivers have been structured by way of categorization according to value, relationship, and brand as well as according to the effectiveness levels of “perception characteristics” (Merkmalswahrnehmung) and “global perception”. The model, based on the PLS approach, has been empirically verified on the basis of data obtained from private banking customers. In this way, the relevance of the individual measuring models as well as of the overall structure of customer relationship drivers has been confirmed. More specifically, the effects of global perception ascertained for the categories of perceived value and relationship quality are more or less equal, though substantially stronger than the effects of brand image on customer relations. The perception characteristics examined, i. e. perceived product supply, perceived pricing, perceived relationship marketing as well as perceived brand communications have – except for perceived service – implications for the corresponding global perception of the relevant parameters (perceived value, relationship quality, brand image).

Suggested Citation

  • Manfred Bruhn & Dominik Georgi, 2010. "Eine integrative Analyse der Treiber der Kundenbindung bei Banken – Systematisierung und empirische Befunde," Credit and Capital Markets, Credit and Capital Markets, vol. 43(3), pages 407-436.
  • Handle: RePEc:kuk:journl:v:43:y:2010:i:3:p:407-436
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    More about this item

    JEL classification:

    • G21 - Financial Economics - - Financial Institutions and Services - - - Banks; Other Depository Institutions; Micro Finance Institutions; Mortgages
    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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