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Corporate image in Romanian retail banking market

Author

Listed:
  • Alina Filip

    (The Bucharest Academy of Economic Studies, Romania)

  • Cristian Ionuţ Tatu

    (The Bucharest Academy of Economic Studies, Romania)

Abstract

Many banks are facing with identity crisis and increased customer migration rates that negatively affect the level of business profitability. Gaining customer loyalty becomes a key objective for banking companies that are focused on sustainable marketing and customer oriented business philosophy. In the retail banking practice, there are various evidences that corporate image is a main determinant of customer loyalty. Image highlights a cumulative construct that is updated each time the customer experiences specific services. The present study contributes to marketing literature and banking practice by providing qualitative evidences about the corporate image of banking organizations acting in the Romanian retail sector. Results show that Romanians value judgments are determined by various attributes related to a bank marketing-mix policy, from product quality and services to price levels, staff competence and the effectiveness of delivery and communication methods.

Suggested Citation

  • Alina Filip & Cristian Ionuţ Tatu, 2012. "Corporate image in Romanian retail banking market," Romanian Economic Journal, Department of International Business and Economics from the Academy of Economic Studies Bucharest, vol. 15(46bis), pages 63-78, December.
    • Handle: RePEc:rej:journl:v:15:y:2012:i:46bis:p:63-78
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    References listed on IDEAS

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    3. MacInnis, Deborah J & Price, Linda L, 1987. "The Role of Imagery in Information Processing: Review and Extensions," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 13(4), pages 473-491, March.
    4. Tamara Eugenia Baleanu & Liviu Chelcea & Alin Stancu, 2011. "The Social Responsibility of the Top 100 Romanian Companies. An Analysis of Corporate Websites," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 13(29), pages 235-248, February.
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    Cited by:

    1. Piric, Valentina & Martinovic, Maja & Barac, Zoran, 2018. "A Study On Customer’S Perception Ofcroatia’S Banking Industry," UTMS Journal of Economics, University of Tourism and Management, Skopje, Macedonia, vol. 9(2), pages 169-180.

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    More about this item

    Keywords

    Corporate image; banking organizations; customer relationship management; customer loyalty; Romania; sustainability.;
    All these keywords.

    JEL classification:

    • M14 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - Corporate Culture; Diversity; Social Responsibility
    • G21 - Financial Economics - - Financial Institutions and Services - - - Banks; Other Depository Institutions; Micro Finance Institutions; Mortgages

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