STRENGTHENING BANK MARKET PRESENCE BY MONITORING CLIENTS’ SATISFACTION WITH DISTRIBUTION CHANNELS

Marcel C Pop, Lacramioara Radomir (), Andreea I. Maniu, Monica M. Zaharie () and Andrei Scridon ()
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Lacramioara Radomir: University Babes-Bolyai, Faculty of Economics and Business Administration
Monica M. Zaharie: University Babes-Bolyai, Faculty of Economics and Business Administration

Interdisciplinary Management Research, 2010, vol. 6, 764-775

Abstract: This paper aims to highlight the relationship between the customers’ satisfaction with the banks’ distribution channels and customer loyalty, predictors of a bank’s position on the market. For this purpose, the authors present the findings of a research that tested a model which linkage satisfaction with distribution channels to repurchase behavior, the intention to recommend the bank services and to the behavior of having already recommended the bank services. The proposed model intentionally includes the satisfaction with distribution channels. On the one hand, customers are now less sensitive to price and accept to pay more if they feel comfortable when using the services of the bank and on the other hand, price can no longer lead to a competitive advantage since banks practice similar prices. Instead, customers may be interested in the number of services they may obtain through different distribution channels, in the speed with which services are performed or in the employees’ attitude (where the case).

Keywords: Bank services; distribution channels; satisfaction-loyalty linkage (search for similar items in EconPapers)
JEL-codes: G21 J28 (search for similar items in EconPapers)
Date: 2010
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