Are the determinants of bank loyalty brand specific?

Veloutsou, C. , Daskou, S. and Daskou, A. (2004) Are the determinants of bank loyalty brand specific? Journal of Financial Services Marketing, 9(2), pp. 113-125. (doi:10.1057/palgrave.fsm.4770146)

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Abstract

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

Item Type:Articles
Status:Published
Refereed:Yes
Glasgow Author(s) Enlighten ID:Veloutsou, Professor Cleopatra
Authors: Veloutsou, C., Daskou, S., and Daskou, A.
Subjects:H Social Sciences > H Social Sciences (General)
College/School:College of Social Sciences > Adam Smith Business School > Management
Journal Name:Journal of Financial Services Marketing
Publisher:Palgrave-MacMillan
ISSN:1363-0539

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