Consumer Perceived Value and Brand Loyalty: A Study of Retail Banking

Harsh V. Verma, Jyoti Kainth and Priya Gupta
Additional contact information
Harsh V. Verma: Faculty of Management Studies, University of Delhi, New Delhi, Delhi, India
Jyoti Kainth: Institute of Management Technology, Ghaziabad, Uttar Pradesh, India
Priya Gupta: Shaheed Sukhdev College of Business Studies, University of Delhi, New Delhi, Delhi, India

International Journal of Customer Relationship Marketing and Management (IJCRMM), 2012, vol. 3, issue 4, 1-15

Abstract: Consumer Perceived Value (CPV) perceived to have been derived from the consumption of product or service is the Value that a consumer believes that he receives for a certain amount of money. This study was conceptualized so as to understand the most important CPV dimensions and its role in predicting Attitudinal Brand Loyalty in pre purchase situations in the Indian Retail Banking context on the basis of SPERVAL (Services Perceived Value) Scale. The empirical study was based on descriptive research design (cross-sectional) and used questionnaire as the key research instrument. The questionnaire was administered to 100 respondents using a mix of judgmental and convenience non-probability sampling methods. The most important CPV dimensions, which were also the major predictors towards attitudinal brand loyalty in the context of Indian retail banking, were Functional Value, Economic Value, After Sale Value and Epistemic Value. The study has implications for retail banking marketers and can help them understand the consumer psychology behind evaluating the product offering. The service providers can also use the findings from the research to build on their competitive advantage by developing core competencies in strategic arenas. The limitations of the study included limited coverage with respect to sample size.

Date: 2012
References: Add references at CitEc
Citations:

Downloads: (external link)
https://services.igi-global.com/resolvedoi/resolve ... 018/jcrmm.2012100101 (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:igg:jcrmm0:v:3:y:2012:i:4:p:1-15

Access Statistics for this article

International Journal of Customer Relationship Marketing and Management (IJCRMM) is currently edited by Riyad Eid

More articles in International Journal of Customer Relationship Marketing and Management (IJCRMM) from IGI Global
Bibliographic data for series maintained by Journal Editor ().