Effects of Image and Advertising Efficiency on Customer Loyalty and Antecedents of Loyalty: Turkish Banks Sample
Year: 2007
Type: article
Study design: Observational Study
Abstract: The present study examines the relationships between image, advertising efficiency, customer satisfaction, customer expectation, perceived quality, perceived value, customer complaint and customer loyalty. These variables are increasingly recognised as being sources of competitive advantage. However, little empirical research has been conducted to examine these variables simultaneously and their relationships with post-purchase behaviour especially service organizations like banks. The present study was therefore designed to develop an understanding of the relationships between these variables and their influence on loyalty. An integrative model was developed and tested by using data collected from the customers of Turkish banks. The results reveal that bank image and advertising efficiency influence customer loyalty and antecedents of loyalty significantly.
Authors: Ekrem Cengiz, Hasan Ayyıldız, Bünyamin Er
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W2275964533