Brand commitment as a determinant of customer loyalty: Evidence from the corporate banking sector
Bank managers have pointed to the relevance of corporate clients, because of the complexity of their financial requirements in comparison with final consumers, as well as their contribution to the bank profitability. Since long-term profitability is one of the primary goals and loyal corporate clien...
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| Format: | Article |
| Language: | English |
| Published: |
Srpsko udruženje za marketing
2018-01-01
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| Series: | Marketing (Beograd. 1991) |
| Subjects: | |
| Online Access: | https://scindeks-clanci.ceon.rs/data/pdf/0354-3471/2018/0354-34711804259S.pdf |
| _version_ | 1828843505931255808 |
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| author | Simić Marijana |
| author_facet | Simić Marijana |
| author_sort | Simić Marijana |
| collection | DOAJ |
| description | Bank managers have pointed to the relevance of corporate clients, because of the complexity of their financial requirements in comparison with final consumers, as well as their contribution to the bank profitability. Since long-term profitability is one of the primary goals and loyal corporate clients represent the main generators of future cash flows, banks concentrate their efforts to meet demands of their clients in order to create long-term relationships. The multiple benefits of achieving customer loyalty indicate the need to determine the role of determinants such as commitment and satisfaction in order to formulate appropriate marketing strategy. The aim of this research is to determine the role of brand commitment in the process of developing loyalty of corporate clients in banking sector of the Republic of Serbia. The research involves different antecedents of commitment and customer satisfaction as important loyalty drivers. Also, this study emphasize trust and social bonding as important antecedents of affective, and attractiveness of alternatives and costs related to loss of benefits as the antecedents of calculative commitment. The contribution of the conducted research is reflected in filling the identified gep in the existing literature, as well as providing some evidence that has relevant theoretical and managerial implications in banking sector. |
| first_indexed | 2024-12-12T20:46:46Z |
| format | Article |
| id | doaj.art-364c9f4f357b496e8145e02a6c89a850 |
| institution | Directory Open Access Journal |
| issn | 0354-3471 2334-8364 |
| language | English |
| last_indexed | 2024-12-12T20:46:46Z |
| publishDate | 2018-01-01 |
| publisher | Srpsko udruženje za marketing |
| record_format | Article |
| series | Marketing (Beograd. 1991) |
| spelling | doaj.art-364c9f4f357b496e8145e02a6c89a8502022-12-22T00:12:32ZengSrpsko udruženje za marketingMarketing (Beograd. 1991)0354-34712334-83642018-01-014942592760354-34711804259SBrand commitment as a determinant of customer loyalty: Evidence from the corporate banking sectorSimić Marijana0Univerzitet u Kragujevcu, Ekonomski fakultet, KragujevacBank managers have pointed to the relevance of corporate clients, because of the complexity of their financial requirements in comparison with final consumers, as well as their contribution to the bank profitability. Since long-term profitability is one of the primary goals and loyal corporate clients represent the main generators of future cash flows, banks concentrate their efforts to meet demands of their clients in order to create long-term relationships. The multiple benefits of achieving customer loyalty indicate the need to determine the role of determinants such as commitment and satisfaction in order to formulate appropriate marketing strategy. The aim of this research is to determine the role of brand commitment in the process of developing loyalty of corporate clients in banking sector of the Republic of Serbia. The research involves different antecedents of commitment and customer satisfaction as important loyalty drivers. Also, this study emphasize trust and social bonding as important antecedents of affective, and attractiveness of alternatives and costs related to loss of benefits as the antecedents of calculative commitment. The contribution of the conducted research is reflected in filling the identified gep in the existing literature, as well as providing some evidence that has relevant theoretical and managerial implications in banking sector.https://scindeks-clanci.ceon.rs/data/pdf/0354-3471/2018/0354-34711804259S.pdfcommitmentloyaltysatisfactioncorporate clientsbanking sector |
| spellingShingle | Simić Marijana Brand commitment as a determinant of customer loyalty: Evidence from the corporate banking sector Marketing (Beograd. 1991) commitment loyalty satisfaction corporate clients banking sector |
| title | Brand commitment as a determinant of customer loyalty: Evidence from the corporate banking sector |
| title_full | Brand commitment as a determinant of customer loyalty: Evidence from the corporate banking sector |
| title_fullStr | Brand commitment as a determinant of customer loyalty: Evidence from the corporate banking sector |
| title_full_unstemmed | Brand commitment as a determinant of customer loyalty: Evidence from the corporate banking sector |
| title_short | Brand commitment as a determinant of customer loyalty: Evidence from the corporate banking sector |
| title_sort | brand commitment as a determinant of customer loyalty evidence from the corporate banking sector |
| topic | commitment loyalty satisfaction corporate clients banking sector |
| url | https://scindeks-clanci.ceon.rs/data/pdf/0354-3471/2018/0354-34711804259S.pdf |
| work_keys_str_mv | AT simicmarijana brandcommitmentasadeterminantofcustomerloyaltyevidencefromthecorporatebankingsector |