Eine integrative Analyse der Treiber der Kundenbindung bei Banken – Systematisierung und empirische Befunde
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).
To our knowledge, this item is not available for
download. To find whether it is available, there are three
1. Check below under "Related research" whether another version of this item is available online.
2. Check on the provider's web page whether it is in fact available.
3. Perform a search for a similarly titled item that would be available.
When requesting a correction, please mention this item's handle: RePEc:kuk:journl:v:43:y:2010:i:3:p:407-436. See general information about how to correct material in RePEc.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Credit and Capital Markets)
If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.
If references are entirely missing, you can add them using this form.
If the full references list an item that is present in RePEc, but the system did not link to it, you can help with this form.
If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.
Please note that corrections may take a couple of weeks to filter through the various RePEc services.