Eine integrative Analyse der Treiber der Kundenbindung bei Banken – Systematisierung und empirische Befunde
Year: 2010
Author: Bruhn, Manfred, Georgi, Dominik
Credit and Capital Markets – Kredit und Kapital, Vol. 43 (2010), Iss. 3 : pp. 407–436
Abstract
An Integrative Analysis of Customer Relationship Drivers in Banking – Systematization and Empirical Results
The aims of this article are systematization and empirical analysis of customer relationship drivers in banking. On the basis of an intensive literature analysis, customer relationship drivers have been structured by way of categorization according to value, relationship, and brand as well as according to the effectiveness levels of „perception characteristics" (Merkmalswahrnehmung) and „global perception". The model, based on the PLS approach, has been empirically verified on the basis of data obtained from private banking customers. In this way, the relevance of the individual measuring models as well as of the overall structure of customer relationship drivers has been confirmed. More specifically, the effects of global perception ascertained for the categories of perceived value and relationship quality are more or less equal, though substantially stronger than the effects of brand image on customer relations. The perception characteristics examined, i. e. perceived product supply, perceived pricing, perceived relationship marketing as well as perceived brand communications have – except for perceived service – implications for the corresponding global perception of the relevant parameters (perceived value, relationship quality, brand image).
Journal Article Details
Publisher Name: Global Science Press
Language: German
DOI: https://doi.org/10.3790/kuk.43.3.407
Credit and Capital Markets – Kredit und Kapital, Vol. 43 (2010), Iss. 3 : pp. 407–436
Published online: 2010-07
AMS Subject Headings: Duncker & Humblot
Copyright: COPYRIGHT: © Global Science Press
Pages: 30
Author Details
-
Customer Satisfaction in Private Banking
Seiler,, Volker | Rudolf, MarkusCredit and Capital Markets – Kredit und Kapital, Vol. 47 (2014), Iss. 3 P.485
https://doi.org/10.3790/ccm.47.3.485 [Citations: 2] -
Customer Value Generation in Banking
The New Mechanics of Success: Win-Win Cycles and Client Value Generation
Auge-Dickhut, Stefanie | Koye, Bernhard | Liebetrau, Axel2016
https://doi.org/10.1007/978-3-319-19938-2_7 [Citations: 0] -
Client Value Generation
Die neue Mechanik des Erfolgs: Win-win-Cycles und Client Value Generation
Auge-Dickhut, Stefanie | Koye, Bernhard | Liebetrau, Axel2014
https://doi.org/10.1007/978-3-658-01524-4_7 [Citations: 0]