Image and identification of bank customers after a merger or acquisition
Mergers and acquisitions are a common strategy in the Spanish banking sector. The activities and changes they cause have an important effect on the relationship with customers of this type of entities. These processes involve many and very fast changes that generate great uncertainty on the clients....
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
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Universidad del País Vasco (UPV/EHU)
2020-01-01
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| Series: | Management Letters/Cuadernos de Gestión |
| Subjects: | |
| Online Access: | http://www.ehu.eus/cuadernosdegestion/revista/en/published-issues/articulo?year=2020&vol=20&num=1&o=4 |
| _version_ | 1818821741956300800 |
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| author | Paula Álvarez González Mª Carmen Otero Neira |
| author_facet | Paula Álvarez González Mª Carmen Otero Neira |
| author_sort | Paula Álvarez González |
| collection | DOAJ |
| description | Mergers and acquisitions are a common strategy in the Spanish banking sector. The activities and changes they cause have an important effect on the relationship with customers of this type of entities. These processes involve many and very fast changes that generate great uncertainty on the clients. At the same time, they significantly affect their perception of the entity, and, in particular, their connection and identification with it. Therefore, the objective of this research is to analyze the effect of bank mergers or acquisitions on the relationship between the variance in the perceived image of the entity by the consumer and the identification of consumers with it. Also, the moderating roles of the demographic variables and variables of bank behavior are analyzed. Through a structural equation model and using a sample of customers of merged entities in Spain, results suggest that consumers perceive a decline in their identification with the entity, explained by the perception of changes in the attitude and behavior of the organization and of the staff, as well as in the communication that occurs during and after the process of merger or acquisition. In addition, the moderating roles of gender of consumers and the level of education are confirmed. |
| first_indexed | 2024-12-18T23:13:01Z |
| format | Article |
| id | doaj.art-eed39295293e4933a822ce94de16cfb7 |
| institution | Directory Open Access Journal |
| issn | 1131-6837 1988-2157 |
| language | English |
| last_indexed | 2024-12-18T23:13:01Z |
| publishDate | 2020-01-01 |
| publisher | Universidad del País Vasco (UPV/EHU) |
| record_format | Article |
| series | Management Letters/Cuadernos de Gestión |
| spelling | doaj.art-eed39295293e4933a822ce94de16cfb72022-12-21T20:48:18ZengUniversidad del País Vasco (UPV/EHU)Management Letters/Cuadernos de Gestión1131-68371988-21572020-01-012018911010.5295/cdg.170740paImage and identification of bank customers after a merger or acquisitionPaula Álvarez González0Mª Carmen Otero Neira1Departamento de Organización de Empresas y Marketing. Facultad de Administración de empresas. Avda. de Afonso X O Sabio, s/n. 27002 Lugo (España). p.alvarez.gonzalez@usc.es Departamento de Organización de Empresas y Marketing. Facultad de C.C. Económicas y Empresariales. Avda. Lagoas Marcosende s/n 36310 Vigo (España). cachu@uvigo.esMergers and acquisitions are a common strategy in the Spanish banking sector. The activities and changes they cause have an important effect on the relationship with customers of this type of entities. These processes involve many and very fast changes that generate great uncertainty on the clients. At the same time, they significantly affect their perception of the entity, and, in particular, their connection and identification with it. Therefore, the objective of this research is to analyze the effect of bank mergers or acquisitions on the relationship between the variance in the perceived image of the entity by the consumer and the identification of consumers with it. Also, the moderating roles of the demographic variables and variables of bank behavior are analyzed. Through a structural equation model and using a sample of customers of merged entities in Spain, results suggest that consumers perceive a decline in their identification with the entity, explained by the perception of changes in the attitude and behavior of the organization and of the staff, as well as in the communication that occurs during and after the process of merger or acquisition. In addition, the moderating roles of gender of consumers and the level of education are confirmed.http://www.ehu.eus/cuadernosdegestion/revista/en/published-issues/articulo?year=2020&vol=20&num=1&o=4corporate identificationimagemergers & acquisitionsbankingmoderator effectsidentificación corporativaimagenfusiones & adquisicionesbancaefectos moderadores |
| spellingShingle | Paula Álvarez González Mª Carmen Otero Neira Image and identification of bank customers after a merger or acquisition Management Letters/Cuadernos de Gestión corporate identification image mergers & acquisitions banking moderator effects identificación corporativa imagen fusiones & adquisiciones banca efectos moderadores |
| title | Image and identification of bank customers after a merger or acquisition |
| title_full | Image and identification of bank customers after a merger or acquisition |
| title_fullStr | Image and identification of bank customers after a merger or acquisition |
| title_full_unstemmed | Image and identification of bank customers after a merger or acquisition |
| title_short | Image and identification of bank customers after a merger or acquisition |
| title_sort | image and identification of bank customers after a merger or acquisition |
| topic | corporate identification image mergers & acquisitions banking moderator effects identificación corporativa imagen fusiones & adquisiciones banca efectos moderadores |
| url | http://www.ehu.eus/cuadernosdegestion/revista/en/published-issues/articulo?year=2020&vol=20&num=1&o=4 |
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