Información del artículo
Abstract
This paper analyses the influence that image associations have in the perceptions and satisfaction with the Spanish bank industry. For that, the role of location, personnel, social responsibility and perceived price fairness as determinants of global impression and satisfaction with the entity is examined. Moreover, it also studies if socio-demographic variables and the fact that the client is customer of a traditional or saving bank moderate the relationships. To fill these aims, structural equation modeling is employed with a sample of 300 clients of the Spanish banking industry. Results show different paths of influence of the associations over the satisfaction. Besides, differences among segments are found, what highlights the importance of offering differentiate services in this market.
Keywords:
Corporate Image
Satisfaction
Banking Sector
Resumen
Este trabajo analiza la influencia que las asociaciones de la imagen tienen en las percepciones y en la satisfacción de los clientes de la banca española. Para ello se examina el papel de la localización, el personal, la responsabilidad social y la justicia en precios como determinantes de la impresión global y de la satisfacción con la entidad financiera. Además, se estudia si las características demográficas y el hecho de que el cliente trabaje con un banco o caja de ahorros moderan las relaciones planteadas. Para alcanzar los objetivos se utiliza la metodología de ecuaciones estructurales en una muestra de 300 clientes de bancos y cajas españolas. Los resultados de este estudio evidencian distintos patrones de influencia de las asociaciones sobre la satisfacción. Además, se observan diferencias entre segmentos, lo cual subraya la importancia de ofrecer servicios diferenciados en este mercado.
Palabras clave:
Imagen Corporativa
Satisfacción
Sector Bancario
El Texto completo está disponible en PDF
Referencias bibliográficas
[Aaker, 1991]
D.A. Aaker.
Managing brand equity.
The free press, (1991),
[Ajzen and Fishbein, 1980]
I. Ajzen, M. Fishbein.
Understanding attitudes and predicting social behaviour.
Prentice Hall, (1980),
[Alfansi and Sargeant, 2000]
L. Alfansi, A. Sargeant.
«Market segmentation in the Indonesian banking sector: the relationship between demographics and desired customer benefits».
International Journal of Bank Marketing, vol. 18 (2000), pp. 64-74
[Álvarez, 2008]
J.A. Álvarez.
«La banca española ante la actual crisis financiera».
Estabilidad Financiera, vol. 15 (2008), pp. 21-38
[Andreassen and Lindestad, 1998]
T.W. Andreassen, B. Lindestad.
«Customer loyalty and complex services. The impact of corporate image on quality, customer satisfaction and loyalty for customers with varying degrees of service expertise».
International Journal of Service Industry Management, vol. 9 (1998), pp. 7-23
[Athanassopoulos, 1999]
A. Athanassopoulos.
«Customer Satisfaction Cues To Support Market Segmentation and Explain Switching Behavior».
Journal of Business Research, vol. 47 (1999), pp. 191-207
[Athanassopoulos, 2000]
A. Athanassopoulos.
«Customer Satisfaction Cues to Support Market Segmentation and Explain Switching Behavior».
Journal of Business Research, vol. 47 (2000), pp. 191-207
[Bei and Chiao, 2006]
L.-T. Bei, Y.-C. Chiao.
«The determinants of customer loyalty: an analysis of intangible factors in three service industries».
International Journal of Commerce and Management, vol. 16 (2006), pp. 162-177
[Bloemer et al., 1998]
J. Bloemer, K. de Ruyter, P. Peeters.
«Investigating drivers of bank loyalty: the complex relationship between image, service quality and satisfaction».
International Journal of Bank Marketing, vol. 16 (1998), pp. 276-286
[Bloemer et al., 1999]
J. Bloemer, K. de Ruyter, M. Wetzels.
«Linking perceived service quality and service loyalty: a multi-dimensional perspective».
European Journal of Marketing, vol. 33 (1999), pp. 1082-1106
[Bravo et al., 2009]
R. Bravo, T. Montaner, J.M. Pina.
«La imagen corporativa de la banca comercial. Diferencias entre segmentos de consumidores».
Universia Business Review, vol. 21 (2009), pp. 66-83
[Brown and Dacin, 1997]
T.J. Brown, P.A. Dacin.
«The Company and the Product: Corporate Associations and Consumer Products Responses».
Journal of Marketing, vol. 61 (1997), pp. 68-84
[Campbell, 1999]
M.C. Campbell.
«Why did you do that?. The important role of inferred motive in perceptions of price fairness».
Journal of Product and Brand Management, vol. 8 (1999), pp. 145-152
[Castelo and Lima, 2006]
M. Castelo, L. Lima.
«Communication of corporate social responsibility by Portuguese banks; A legitimacy theory perspective».
Corporate Communications, vol. 11 (2006), pp. 232-248
[Charalambos et al., 2004]
S. Charalambos, E. Petridou, N. Glaveli.
« Managing service quality in banks: customers’ gender effects».
Managing Service Quality, vol. 14 (2004), pp. 90-102
[Chen et al., 2005]
T.Y. Chen, P.L. Chang, H.S. Chang.
«Price, brand cues, and banking customer value».
The International Journal of Bank Marketing, vol. 23 (2005), pp. 273-291
[Da Silva and Alwi, 2006]
R.V. Da Silva, S.F. Alwi.
«Cognitive, affective attributes and conative, behavioural responses in retail corporate branding».
The Journal of Product and Brand Management, vol. 15 (2006), pp. 293-305
[De Chernatony and Cottam, 2006]
L. De Chernatony, S. Cottam.
«Why are all financial services brands not great?».
Journal of Product and Brand Management, vol. 5 (2006), pp. 88-97
[Devlin, 2002]
J.F. Devlin.
«An analysis of choice criteria in the home loans market».
International Journal of Bank Marketing, vol. 20 (2002), pp. 212-226
[Devlin and Azhar, 2004]
J.F. Devlin, S. Azhar.
«Life would be easier if we were a Kit Kat: practitioners’ views on the challenges of branding financial services successfully».
Journal of Brand Management, vol. 12 (2004), pp. 12-30
[Dichter, 1985]
E. Dichter.
«What's In An Image».
Journal of Consumer Marketing, vol. 2 (1985), pp. 75-81
[Díez et al., 2008]
O. Díez, M. Villegas, A. Prado, I. Olavarría.
«La banca desde el punto de vista del cliente».
Daemon Quest Global Research Center, (2008),
[Evans, 1979]
R. Evans.
«Bank selection: It all depends on the situation».
Journal of Bank Research, vol. 9 (1979), pp. 242-245
[Flavián et al., 2005]
C. Flavián, M. Guinalíu, E. Torres.
«The influence of corporate image on consumer trust: A comparative analysis in traditional versus internet banking».
Internet Research, vol. 15 (2005), pp. 447-470
[Fombrun and Shanley, 1990]
C. Fombrun, M. Shanley.
«What's in a name?. Reputation building and corporate Strategy».
Academy of Management Journal, vol. 33 (1990), pp. 233-258
[Fombrun, 1996]
C.J. Fombrun.
«Reputation: Realizing value from the corporate image».
Harvard Business School Press, (1996),
[Franke et al., 1997]
G.R. Franke, D.F. Crown, D.F. Spake.
«Gender differences in ethical perceptions of business practices: A social role theory perspective», Journal of.
Applied Psychology, vol. 82 (1997), pp. 920-934
[Garbarino and Johnson, 1999]
E. Garbarino, M.S. Johnson.
«The Different Roles of Satisfaction, Trust and Commitment in Customer Relationships».
Journal of Marketing, vol. 63 (1999), pp. 70-87
[García de los Salmones et al., 2007]
García de los Salmones, M.M.; Pérez, A. y Rodríguez del Bosque, I. (2007): «El valor de marca de las entidades financieras: comparación entre particulares y microempresas mediante el análisis del efecto halo y el modelo de elección discreta». Actas del XXI Congreso Anual de la Asociación Europea de Dirección y Economía de Empresa, pg. 45.
[García de los Salmones et al., 2005]
M.M. García de los Salmones, A.H. Herrero-Crespo, I. Rodríguez del Bosque.
«Influence of Corporate Social Responsibility on Loyalty and Valuation of Services».
Journal of Business Ethics, vol. 11 (2005), pp. 369-385
[Giese and Cote, 2000]
J.L. Giese, J.A. Cote.
«Defining Customer Satisfaction».
Academy of Marketing Science Review, vol. 2000 (2000),
[Grosser and Moon, 2005]
K. Grosser, J. Moon.
«Gender mainstreaming and CSR: Reporting workplace issues».
Journal of Business Ethics, vol. 62 (2005), pp. 327-340
[Hair et al., 1998]
J.F. Hair, R.E. Anderson, R.L. Tatham, W.C. Black.
Multivariate Data Analysis.
5th edition, Prentice-Hall, (1998),
[Harris and Goode, 2004]
L.C. Harris, M.H. Goode.
«The four levels of loyalty and the pivotal role of trust: a study of online service dynamics».
Journal of Retailing, vol. 80 (2004), pp. 139-158
[Hatch et al., 2003]
M.J. Hatch, M. Schultz, J. Williamson.
«Bringing the corporation into corporate branding».
European Journal of Marketing, vol. 37 (2003), pp. 1041-1064
[Helm, 2007]
S. Helm.
«The role of corporate reputation in determining investor satisfaction and loyalty».
Corporate Reputation Review, vol. 10 (2007), pp. 22-37
[Jamal and Nasser, 2002]
A. Jamal, K. Nasser.
«Customer satisfaction and retail banking: an assessment of some of the key antecedents of customer satisfaction in retail banking».
International Journal of Bank Marketing, vol. 4 (2002), pp. 146-160
[Jöreskog and Sörbom, 1993]
K.G. Jöreskog, D. Sörbom.
LISREL 8: Structural Equation Modelling with the SIMPLIS Command Language.
Scientific Software International, (1993),
[Karjaluoto et al., 2002]
H. Karjaluoto, M. Mattila, T. Pento.
«Factors underlying attitude formation towards online banking in Finland».
International Journal of Bank Marketing, vol. 20 (2002), pp. 261-271
[Kaynak et al., 1991]
E. Kaynak, O. Kucukemiroglu, Y. Odabasi.
«Commercial Bank Selection in Turkey».
International Journal of Bank Marketing, vol. 9 (1991), pp. 30-39
[Keaveney and Hunt, 1992]
S.M. Keaveney, K.A. Hunt.
«Conceptualization and operationalization of retail store image: A case of rival middle-level theories».
Journal of the Academy of Marketing Science, vol. 20 (1992), pp. 165-175
[Keller, 1993]
K.L. Keller.
«Conceptualizing, measuring and managing customer-based brand equity».
Journal of Marketing, vol. 57 (1993), pp. 1-22
[Killian, 2008]
T. Killian.
«Surviving the financial crisis. Road map to recovery».
US Banker 2008, vol. 118 (2008), pp. 39
[Kim, 2006]
K. Kim.
Managing corporate brand image through sports sponsorship: Impacts of sponsorship on building consumer perceptions of corporate ability and social responsibility.
Tesis Doctoral no publicada, (2006),
[Koo, 2003]
D.M. Koo.
«Inter-relationships among store images, store satisfaction, and store loyalty among Korea discount retail patrons».
Asia Pacific Journal of Marketing and Logistics, ol. 15 (2003), pp. 42-71
[Laroche et al., 2001]
M. Laroche, J. Bergeron, G. Barbaro-Forleo.
«Targeting Consumers Who are Willing to Pay More for Environmentally Friendly Products».
Journal of Consumer Marketing, vol. 18 (2001), pp. 503-520
[Lassar et al., 2000]
W. Lassar, C. Manolis, R.D. Winsor.
«Service quality perspectives and satisfaction in private banking».
International Journal of Bank Marketing, vol. 18 (2000), pp. 181-199
[LeBlanc and Nguyen, 1996]
G. LeBlanc, N. Nguyen.
«Cues used by customers evaluating corporate image in service firms. An empirical study in financial institutions».
International Journal of Service Industry Management, vol. 7 (1996), pp. 44-56
[Lee et al., 2001]
J. Lee, J. Lee, L. Feick.
«The impact of switching costs on the customer satisfaction-loyalty link: mobile phone service in France».
Journal of Services Marketing, vol. 15 (2001), pp. 35-48
[Lehtinen and Lehtinen, 1982]
U. Lehtinen, J. Lehtinen.
«Service quality, a study of quality dimension».
Working paper, Service Management Institute, (1982),
[Lemmink et al., 2003]
J. Lemmink, A. Schuijf, S. Streukens.
«The role of corporate image and company employment image in explaining application intentions».
Journal of Economic Psychology, vol. 24 (2003), pp. 1-15
[Levesque and McDougal, 1996]
T. Levesque, G.H. McDougal.
«Determinants of customer satisfaction in retail banking».
International Journal of Bank Marketing, vol. 14 (1996), pp. 12-20
[Lewis and Soureli, 2006]
B.R. Lewis, M. Soureli.
«The antecedents of consumer loyalty in retail banking ».
Journal of Consumer Behaviour, vol. 5 (2006), pp. 15-31
[Llorca, 1995]
N. Llorca.
«Mapas de posicionamiento de entidades financieras: una herramienta para el marketing estratégico».
Esic-Market, (1995), pp. 51-60
[Luo and Bhattacharya, 2006]
X. Luo, C.B. Bhattacharya.
«Corporate Social Responsibility, Customer Satisfaction and Market Value».
Journal of Marketing, vol. 70 (2006), pp. 1-18
[Machauer and Morgner, 2005]
A. Machauer, S. Morgner.
«Segmentation of bank customers by expected benefits and attitudes».
International Journal of Bank Marketing, vol. 19 (2005), pp. 6-18
[Mandel et al., 1981]
L. Mandel, R. Lachman, Y. Orgler.
«Interpreting the image of banking».
Journal of Bank Research, (1981), pp. 96-104
[Matzler et al., 2006]
K. Matzler, A. Würtele, B. Renzl.
«Dimensions of price satisfaction: a study in the retail banking industry».
International Journal of Bank Marketing, vol. 24 (2006), pp. 216-231
[Mazursky and Jacoby, 1986]
D. Mazursky, J. Jacoby.
«Exploring the Development of Store Images».
Journal of Retailing, vol. 62 (1986), pp. 145-165
[McDonald and Rundle-Thiele, 2008]
L. McDonald, S. Rundle-Thiele.
«Corporate social responsibility and bank customer satisfaction: A research agenda».
International Journal of Bank Marketing, vol. 26 (2008), pp. 170-182
[Minhas and Jacobs, 1996]
R.S. Minhas, E.M. Jacobs.
«Benefit segmentation by factor analysis: An improved method of targeting customers for financial services».
International Journal of Bank Marketing, vol. 14 (1996), pp. 3-13
[Moutinho and Brownlie, 1989]
L. Moutinho, D.T. Brownlie.
«Customer Satisfaction with Bank Services: A Multidimensional Space Analysis».
International Journal of Bank Marketing, vol. 7 (1989), pp. 23-27
[Mylonakis, 2007]
J. Mylonakis.
«A research study of customer preferences in the home loans market: The mortgage experience of Greek bank customers».
International Research Journal of Finance and Economics, vol. 10 (2007), pp. 153-165
[Normann, 1991]
R. Normann.
Service Management.
John Willey and Sons, (1991),
[Nurosis, 1993]
M.J. Nurosis.
SPSS. Statistical Data Analysis.
SPSS. Inc, (1993),
[O’Cass and Grace, 2004]
A. O’Cass, D. Grace.
«Exploring consumer experiences with a service brand».
Journal of Product and Brand Management, vol. 13 (2004), pp. 257-268
[O’Loughlin and Szmigin, 2005]
D. O’Loughlin, I. Szmigin.
«Customer perspectives on the role and importance in Irish retail financial services».
The International Journal of Bank Marketing, vol. 23 (2005), pp. 8-27
[Oh, 2003]
H. Oh.
«Price Fairness and its Asymmetric Effects on Overall Price, Quality, and Valued Judgments: The Case of an Upscale Hotel».
Tourism Management, vol. 24 (2003), pp. 387-399
[Oliver, 1980]
A. Oliver.
«A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions».
Journal of Marketing Research, vol. 17 (1980), pp. 460-469
[Orsingher and Marzocchi, 2003]
C. Orsingher, G.L. Marzocchi.
«Hierarchical representation of satisfactory consumer service experience».
International Journal of Service Industry Management, vol. 14 (2003), pp. 200-216
[Pride and Ferrell., 1997]
W. Pride, O.C. Ferrell.
«Marketing: Concepts and Strategies».
Houghton Mifflin, (1997),
[Riordan et al., 1997]
C.M. Riordan, R.D. Gatewood, J.B. Bill.
«Corporate image: Employee reactions and implications for managing corporate social performance».
Journal of Business Ethics, vol. 16 (1997), pp. 401-412
[Rodríguez del Bosque et al., 1992]
I. Rodríguez del Bosque, R. Vázquez, J.A. Trespalacios.
«Evolución de la imagen bancaria».
Revista Europea de Dirección y Economía de la Empresa, vol. 1 (1992), pp. 33-46
[Schmit and Allscheid, 1995]
M.J. Schmit, S.P. Allscheid.
«Employee attitudes and customer satisfaction: Making theoretical and empirical connections».
Personnel Psychology, Vol48 (1995), pp. 521-536
[Sinja and Batra, 1999]
I. Sinja, R. Batra.
«The effect of consumer price consciousness on private label purchase».
International Journal of Research in Marketing, vol. 16 (1999), pp. 237-251
[Smith, 2003]
C.N. Smith.
«Corporate Social Responsibility: Whether or How?».
California Management Review, vol. 45 (2003), pp. 52-76
[Stafford, 1996]
M.R. Stafford.
«Demographic discriminators of service quality in the banking industry».
The Journal of Services Marketing, vol. 10 (1996), pp. 6-22
[Stanley et al., 1985]
T.O. Stanley, J.K. Ford, S.K. Richards.
«Segmentation of bank customers by age».
International Journal of Bank Marketing, vol. 3 (1985), pp. 56-63
[Steenkamp and Baumgartner, 1998]
J.B.E. Steenkamp, H. Baumgartner.
«Assessing Measurement Invariance in Cross-National Consumer Research».
Journal of Consumer Research, vol. 25 (1998), pp. 78-90
[Stern et al., 2001]
B. Stern, G.M. Zinkhan, A. Jaju.
«Images in marketing: Congruence of store, brand and corporate images».
Marketing Theory, vol. 1 (2001), pp. 201-224
[Streeter, 2007]
B. Streeter.
«The end of greed».
American Bankers Association ABA Banking Journal, vol. 99 (2007), pp. 7-9
[Stubbs and Cocklin, 2007]
W. Stubbs, C. Cocklin.
«Cooperative, community-spirited and commercial: social sustainability at Bendigo Bank».
Corporate Social Responsibility and Environmental Management, vol. 14 (2007), pp. 251-262
[Triandis, 1989]
H. Triandis.
«The Self and Social behavior in Different Cultural Contexts».
Psychological Review, vol. 96 (1989), pp. 506-520
[van Heerden and Puth, 1995]
C. van Heerden, G. Puth.
«Factors that determine the corporate image of South African banking institutions: An exploratory investigation».
International Journal of Bank Marketing, vol. 13 (1995), pp. 12-17
[Woodruff et al., 1991]
R.B. Woodruff, D.S. Clemons, D.W. Schumann, S.F. Gardial, M.J. Burns.
«The standards issue in CS/D research: a historical perspective».
Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, vol. 4 (1991), pp. 103-109
[Xia et al., 2004]
L. Xia, K.B. Monroe, J.L. Cox.
«The price is unfair!. A conceptual framework of price fairness perceptions».
Journal of Marketing, vol. 68 (2004), pp. 1-15
[Yavas and Shemwell, 1996]
U. Yavas, D.J. Shemwell.
«Bank image: exposition and illustration of correspondence analysis».
International Journal of Bank Marketing, vol. 14 (1996), pp. 15-21
[Yavas et al., 2004]
U. Yavas, M. Benkenstein, U. Stuhldreier.
«Relationships between service quality and behavioral outcomes: A study of private bank customers in Germany».
The International Journal of Bank Marketing, vol. 22 (2004), pp. 144-157
[Yoo et al., 1998]
C. Yoo, J. Park, D. MacInnis.
«Effects of Store Characteristics and In-Store Emotional Experiences on Store Attitude».
Journal of Business Research, vol. 42 (1998), pp. 253-263
[Zimmer and Golden, 1988]
M.R. Zimmer, L.L. Golden.
«Impressions of Retail Stores: A Content Analysis of Consumer Images».
Journal of Retailing, vol. 64 (1988), pp. 265-289
Los autores desean agradecer al apoyo económico del proyecto de investigación I+D+i (ECO2009-08283) del Ministerio de Ciencia e Innovación, del proyecto Generés (ref-S09) y del Programa Europa XXI de la Caja de Ahorros de la Inmaculada.
Copyright © 2010. ACEDE