Entity crisis, halo effect and loyalty

  1. Miguel Ángel Moliner Tena 1
  2. Juan Carlos Fandos Roig 1
  3. Diego Monferrer Tirado 1
  4. Marta Estrada Guillén 1
  1. 1 Universitat Jaume I
    info

    Universitat Jaume I

    Castelló de la Plana, España

    ROR https://ror.org/02ws1xc11

Revista:
Management Letters / Cuadernos de Gestión

ISSN: 1131-6837

Ano de publicación: 2020

Volume: 20

Número: 1

Páxinas: 155-180

Tipo: Artigo

DOI: 10.5295/CDG.170808MM DIALNET GOOGLE SCHOLAR lock_openAcceso aberto editor

Outras publicacións en: Management Letters / Cuadernos de Gestión

Resumo

Tomando como referencia el periodo de profunda crisis financiera y económica sufrida a nivel global, con especial incidencia en el sector financiero español, este artículo examina el efecto que la crisis de una entidad bancaria tiene en la lealtad del consumidor, estudiando el efecto halo en la confianza, la imagen de marca y las normas sociales. Se propone un modelo causal contrastado en una muestra de 500 clientes de entidades bancarias utilizando modelos de ecuaciones estructurales. La contribución de esta investigación está relacionada con el análisis del modelo propuesto desde una perspectiva teórica y empírica. En el modelo general, que establece los hábitos de consumo de los clientes durante un momento de crisis para la entidad, se observa que el principal antecedente de la lealtad son las normas sociales, el segundo es la confianza y el tercero la imagen de marca. Sin embargo, la intensidad de la crisis en cada entidad afecta a los resultados. Los hallazgos sugieren que la lealtad es anticíclica para las empresas. Invertir en la fidelización de los clientes en años de auge genera un crédito positivo hacia la empresa por parte de éstos, que no están dispuestos a abandonarla, incluso cuando está en crisis. El efecto halo se cumpliría, pues la opinión de los clientes sobre la entidad y la variable más emocional determina y modera las noticias negativas del entorno que intentan influir en las creencias de los consumidores.

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Información de financiamento

The authors gratefully acknowledge the financial support provided by the Spanish Ministry of Economy and Competitiveness via the research project “La confianza del consumidor respecto a la calidad de la relación y la orientación al mercado de las entidades financieras: los efectos de la crisis” (ECO2013-47134-P).

Financiadores

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