Corporate image in Romanian retail banking market

Alina Filip and Cristian Ionuţ Tatu ()
Additional contact information
Cristian Ionuţ Tatu: The Bucharest Academy of Economic Studies, Romania

Romanian Economic Journal, 2012, vol. 15, issue 46bis, 63-78

Abstract: Many banks are facing with identity crisis and increased customer migration rates that negatively affect the level of business profitability. Gaining customer loyalty becomes a key objective for banking companies that are focused on sustainable marketing and customer oriented business philosophy. In the retail banking practice, there are various evidences that corporate image is a main determinant of customer loyalty. Image highlights a cumulative construct that is updated each time the customer experiences specific services. The present study contributes to marketing literature and banking practice by providing qualitative evidences about the corporate image of banking organizations acting in the Romanian retail sector. Results show that Romanians value judgments are determined by various attributes related to a bank marketing-mix policy, from product quality and services to price levels, staff competence and the effectiveness of delivery and communication methods.

Keywords: Corporate image; banking organizations; customer relationship management; customer loyalty; Romania; sustainability. (search for similar items in EconPapers)
JEL-codes: G21 M14 (search for similar items in EconPapers)
Date: 2012
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
http://www.rejournal.eu/sites/rejournal.versatech. ... 11-30/1960/filip.pdf (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:rej:journl:v:15:y:2012:i:46bis:p:63-78

Access Statistics for this article

Romanian Economic Journal is currently edited by Ioan Popa, PhD

More articles in Romanian Economic Journal from Department of International Business and Economics from the Academy of Economic Studies Bucharest Contact information at EDIRC.
Bibliographic data for series maintained by Radu Lupu ().