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Are the determinants of bank loyalty brand specific?
被引：3
作者：
Cleopatra Veloutsou
Sofia Daskou
Antonia Daskou
机构：
[1] University of Glasgow,Department of Business and Management
[2] The Gilbert Scott Building,undefined
[3] West Quadrange,undefined
关键词：
banking;
customer relations;
e-business;
e-commerce;
financial brokers;
financial engineering;
financial institutions;
financial marketing;
financial models;
financial planning;
financial training;
insurance;
intermediation;
knowledge management;
management;
marketing;
marketing strategy;
pensions;
services quality;
virtual organisations;
Loyalty;
branding;
banking;
Greece;
D O I：
10.1057/palgrave.fsm.4770146
中图分类号：
学科分类号：
摘要：
One of the primary concerns of companies is to develop loyal customers, and banks are no exception. Past research attempted to examine the role of satisfaction, perceived quality and image, as drivers of bank brand loyalty. However the characteristics of specific bank brands were not taken into consideration. Using data collected from a sample of 216 retail bank customers, banking with five different banks in Athens Greece, this paper investigates whether similar antecedents could be used to predict brand loyalty in various institutions. The results imply that, depending on the bank, different drivers could influence in a dissimilar manner the formation of loyalty and therefore further research is needed to generalise the suggested models.
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页码：113 / 125
页数：12
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