Increasing customer loyalty through customer engagement in the retail banking industry

  1. Diego Monferrer 1
  2. Miguel Angel Moliner 1
  3. Marta Estrada 1
  1. 1 Departamento de Administración de Empresas y Marketing. Universidad Jaume I
Revista:
Spanish journal of marketing-ESIC

ISSN: 2444-9695,  2444-9709

Any de publicació: 2019

Volum: 23

Número: 3

Pàgines: 461-484

Tipus: Article

DOI: 10.1108/SJME-07-2019-0042 DIALNET GOOGLE SCHOLAR

Altres publicacions en: Spanish journal of marketing-ESIC

Resum

Proposito – Este estudio identifica los principales antecedentes del compromiso del cliente (orientacion al mercado, satisfaccion, emociones y conexion con la propia marca) así como la relacion entre compromiso y lealtad en la banca minorista. Metodología – Se contrasta un modelo de efectos utilizando la metodología de diadas, basada en 225 asociaciones (director de la sucursal bancaria-promedio de cinco clientes por sucursal). Las relaciones se contrastan usando SEM (EQS 6.1). Limitaciones – El trabajo presenta diversas limitaciones como son el empleo de datos transversales, su aplicacion en el mercado español, la inclusion de exclusiva de clientes con experiencia con un banco específico y no operan exclusivamente online. Por último, las díadas se basan en la opinion del director de la sucursal, por un lado, y de una media de cinco clientes por sucursal, por otro. Implicaciones – La combinacion de la estrategia de marca a nivel corporativo y la estrategia de marketing relacional a nivel de sucursal crea una situacion en la que el compromiso y la lealtad del cliente pueden desarrollarse. Las campañas de comunicacion diseñadas para promover la imagen de marca y asociar los valores de marca con la personalidad de clientes actuales y potenciales ayudan a crear un vínculo emocional que supone un coste de cambio para el cliente. Los momentos de verdad en las sucursales son aspectos cruciales en la estrategia de la banca minorista. Originalidad – Primero, se establece una relacion directa entre el compromiso y la lealtad del cliente. Segundo, se contrasta la satisfaccion y las emociones del cliente son antecedentes del compromiso. Tercero, se establecen dos niveles de emociones del cliente en banca minorista: las generadas por el branding corporativo y las que surgen durante la experiencia de compra. Cuarto, el estudio muestra que la orientacion de mercado adoptada a nivel de oficina es crucial para generar resultados relacionales positivos con el cliente. Quinto, se combinan las corrientes de investigacion asociadas con la orientacion al mercado y la calidad de las relaciones

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Informació de finançament

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).

Finançadors

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