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A Study On Customer’S Perception Ofcroatia’S Banking Industry

Author

Listed:
  • Piric, Valentina

    (Zagreb School of Economics and Management, Zagreb, Croatia)

  • Martinovic, Maja

    (Zagreb School of Economics and Management, Zagreb, Croatia)

  • Barac, Zoran

    (Zagreb School of Economics and Management, Zagreb, Croatia)

Abstract

Customer's perception is becoming more crucial for the banks to maintain their market shares, profitability and customer's loyalty under highly competitive market conditions. This paper studies the dimensions of customer's perception of the overall banking industry in Croatia, focusing on perception as a potential source of competitive advantage under the recently created negative public opinion towards the local banking industry. The purpose of this study is to provide an insight and deeper understanding how the banks, by developing a high level of positive customer perception while using a total set of available corporate communication activities, proper CRM activities and providing strong service quality, as well as tailor-made products, can develop a positive customer's perception as a strong source of sustainable competitive advantage and influence on customer's end choice, loyalty, profitability and market share during a time of economic crisis. A study was carried out in Croatia on the basis of 320 respondents as customers who have used different types of banking services in different banks. The results obtained confirm the convenience of analysing the importance of customer's perception on total banking business in the country, showing that perception strongly influences customer loyalty, market share and profitability of the business.

Suggested Citation

  • Piric, Valentina & Martinovic, Maja & Barac, Zoran, 2018. "A Study On Customer’S Perception Ofcroatia’S Banking Industry," UTMS Journal of Economics, University of Tourism and Management, Skopje, Macedonia, vol. 9(2), pages 169-180.
    • Handle: RePEc:ris:utmsje:0247
    as

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    References listed on IDEAS

    as
    1. Alina Filip & Cristian Ionuţ Tatu, 2012. "Corporate image in Romanian retail banking market," Romanian Economic Journal, Department of International Business and Economics from the Academy of Economic Studies Bucharest, vol. 15(46bis), pages 63-78, December.
    2. Mr. Manmohan Singh, 2014. "Financial Plumbing and Monetary Policy," IMF Working Papers 2014/111, International Monetary Fund.
    3. Philip J. Kitchen & Don E. Schultz, 2001. "Raising the Corporate Umbrella," Palgrave Macmillan Books, Palgrave Macmillan, number 978-0-230-55458-0.
    4. Dr. Neelotpaul Banerjee & Santosh Sah, 2012. "A Comparative Study of Customers¡¯ Perceptions of Service Quality Dimensions between Public and Private Banks in India," International Journal of Business Administration, International Journal of Business Administration, Sciedu Press, vol. 3(5), pages 33-44, September.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    corporate communication; competitive advantage; loyalty; market share; profitability;
    All these keywords.

    JEL classification:

    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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