The Effect of Brand Image, Omni-Channel Marketing Strategies, and Organizational Culture on Customer Commitment in the Banking Sector in North Macedonia

Lutfije Ademi (), Shpresa Syla () and Selajdin Abduli ()
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Lutfije Ademi: South East European University
Shpresa Syla: South East European University
Selajdin Abduli: South East European University

A chapter in Navigating Economic Uncertainty - Vol. 1, 2025, pp 73-86 from Springer

Abstract: Abstract This paper investigates the effect of brand image, omni-channel marketing strategies, and organizational culture on customer commitment to banks in North Macedonia, analyzed through customer loyalty and satisfaction. The scope of this study is focused on the different age ranges of people who are various banks’ customers in North Macedonia. The answers are retrieved from an online questionnaire and delivered to 404 responders. The data of the questionnaire is analyzed using a regression model. The results indicate that all the independent variables positively affect the dependent variable. Thus, we concluded that brand image, omni-channel marketing strategies, and organizational culture positively affect customer commitment to banks, resulting in more satisfied and loyal customers.

Keywords: Banking sector; North Macedonia; Brand image; Omni-channel strategies; Customer commitment (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-031-73506-6_5

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DOI: 10.1007/978-3-031-73506-6_5

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