What is it about?

The purpose of this paper is to investigate the impact of customer satisfaction, service quality, the perceived value of services, corporate image, and corporate reputation on customer loyalty and their relationship in the Turkish banking industry. Mediation effects of perceived value and corporate image and reputation are also studied. The findings of the survey indicate that corporate image and corporate reputation can be used as a common marketing benchmark to measure a bank’s performance. The results demonstrated that customers perceive quality and satisfaction effects loyalty through perceived value, image, and reputation.

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Why is it important?

It investigates the mediation effect of perceived value and image and reputation.

Perspectives

Traditionally, customer loyalty has generally been conceptualized as an outcome of the quality-satisfaction-loyalty chain. However, the existence of other factors influencing loyalty in the banking industry such as perceived value, corporate image, and corporate reputation are also considered in the present study. It can be inferred from the findings in the present study that corporate image and corporate reputation can be used as a common marketing benchmark of an organization’s performance.

İpek Deveci Kocakoç
Dokuz Eylul Universitesi

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This page is a summary of: The effect of service quality and customer satisfaction on customer loyalty, The International Journal of Bank Marketing, October 2019, Emerald, DOI: 10.1108/ijbm-03-2019-0096.
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