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Vol. 13. Núm. 43.
Páginas 9-35 (Junio 2010)
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Vol. 13. Núm. 43.
Páginas 9-35 (Junio 2010)
DOI: 10.1016/S1138-5758(10)70008-6
Open Access
Las asociaciones de la imagen como determinantes de la satisfacción en el sector bancario español
Image associations as determinants of the satisfaction in the Spanish banking industry
Visitas
...
Rafael Bravo Gil**, Jorge Matute Vallejo***, José Miguel Pina Pérez****
** Universidad de Zaragoza, Facultad de Ciencias Económicas y Empresariales, Gran Vía 2, 50005, Zaragoza. Tfno: 976761000, Ext. 4693; Fax: 976761767
*** Universidad de Zaragoza, Facultad de Ciencias de la Salud y del Deporte de Huesca, Plaza Universidad 3, 22002, Huesca. Tfno: 974239393; Fax: 976761767
**** Universidad de Zaragoza, Facultad de Ciencias Económicas y Empresariales, Gran Vía 2, 50005, Zaragoza. Tfno: 976761000, Ext. 4693; Fax: 976761767
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
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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.

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