THE RELATIONSHIP AMONG CUSTOMER SATISFACTION, LOYALTY AND FINANCIAL PERFORMANCE OF COMMERCIAL BANKS

Result code in IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F70883521%3A28120%2F16%3A43874555" target="_blank" >RIV/70883521:28120/16:43874555 - isvavai.cz</a>

Result on the web

<a href="http://dx.doi.org/10.15240/tul/001/2016-1-010" target="_blank" >http://dx.doi.org/10.15240/tul/001/2016-1-010</a>

DOI - Digital Object Identifier

<a href="http://dx.doi.org/10.15240/tul/001/2016-1-010" target="_blank" >10.15240/tul/001/2016-1-010</a>

Result language

angličtina

Original language name

THE RELATIONSHIP AMONG CUSTOMER SATISFACTION, LOYALTY AND FINANCIAL PERFORMANCE OF COMMERCIAL BANKS

Original language description

In the current banking sector, characterized by an increasing competition, effi cient management of selling additional products and services to existing satisfi ed customers represents a signifi cant opportunity to improve the fi nancial performance of a commercial bank. To sum up, the conclusion of the up to date literature is an idea that customer satisfaction leads to customer loyalty and loyalty leads to willingness to purchase additional products. However, there are practically no papers quantifying the infl uence of loyalty on additional products purchases. The aim of this paper is to create a model among customer satisfaction, loyalty and fi nancial performance of commercial banks in the Czech Republic. It is based on our original research realized as a survey with a total of 459 respondents that have been reached. The created model has proven that product quality, recognition of customers' fi nancial needs and acceptance of prices by a customer have an impact on customer satisfaction, which then infl uences customer loyalty and this in return infl uences additional purchases potential of a customer. The regression model of relation between customer satisfaction and loyalty of bank customer has this form: CL = 0.01163 + 0.9191 x CS, where: CL - customer loyalty, CS - customer satisfaction. The regression model of relation between customer loyalty and additional purchases: APP = -0.05667 + 0.5848 x CL, where: APP - additional purchases potential, CL - customer loyalty. At the end, the paper is dedicated to a model example showing that if a commercial bank is able to increase the number of satisfi ed customers by 10,000, it can obtain additional yearly income of EUR 9.6 million.

Czech name

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Czech description

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Type

J_x - Unclassified - Peer-reviewed scientific article (Jimp, Jsc and Jost)

CEP classification

AE - Management, administration and clerical work

OECD FORD branch

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Project

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Continuities

V - Vyzkumna aktivita podporovana z jinych verejnych zdroju

Publication year

2016

Confidentiality

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Name of the periodical

E+M. Ekonomie a Management

ISSN

1212-3609

e-ISSN

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Volume of the periodical

19

Issue of the periodical within the volume

1

Country of publishing house

CZ - CZECH REPUBLIC

Number of pages

16

Pages from-to

132-147

UT code for WoS article

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EID of the result in the Scopus database

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