IDEAS home Printed from https://ideas.repec.org/a/ris/utmsje/0247.html
   My bibliography  Save this article

A Study On Customer’S Perception Ofcroatia’S Banking Industry

Author

Listed:
  • Piric, Valentina

    (Zagreb School of Economics and Management, Zagreb, Croatia)

  • Martinovic, Maja

    (Zagreb School of Economics and Management, Zagreb, Croatia)

  • Barac, Zoran

    (Zagreb School of Economics and Management, Zagreb, Croatia)

Abstract

Customer's perception is becoming more crucial for the banks to maintain their market shares, profitability and customer's loyalty under highly competitive market conditions. This paper studies the dimensions of customer's perception of the overall banking industry in Croatia, focusing on perception as a potential source of competitive advantage under the recently created negative public opinion towards the local banking industry. The purpose of this study is to provide an insight and deeper understanding how the banks, by developing a high level of positive customer perception while using a total set of available corporate communication activities, proper CRM activities and providing strong service quality, as well as tailor-made products, can develop a positive customer's perception as a strong source of sustainable competitive advantage and influence on customer's end choice, loyalty, profitability and market share during a time of economic crisis. A study was carried out in Croatia on the basis of 320 respondents as customers who have used different types of banking services in different banks. The results obtained confirm the convenience of analysing the importance of customer's perception on total banking business in the country, showing that perception strongly influences customer loyalty, market share and profitability of the business.

Suggested Citation

  • 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.
    • Handle: RePEc:ris:utmsje:0247
    as

    Download full text from publisher

    File URL: http://utmsjoe.mk/files/Vol.%209%20No.%202/UTMSJOE-2018-0902-06-Piric-Martinovic-Barac.pdf
    File Function: Full text
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. 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.
    2. Mr. Manmohan Singh, 2014. "Financial Plumbing and Monetary Policy," IMF Working Papers 2014/111, International Monetary Fund.
    3. Philip J. Kitchen & Don E. Schultz, 2001. "Raising the Corporate Umbrella," Palgrave Macmillan Books, Palgrave Macmillan, number 978-0-230-55458-0, March.
    4. Dr. Neelotpaul Banerjee & Santosh Sah, 2012. "A Comparative Study of Customers¡¯ Perceptions of Service Quality Dimensions between Public and Private Banks in India," International Journal of Business Administration, International Journal of Business Administration, Sciedu Press, vol. 3(5), pages 33-44, September.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Eun Ah Ryu & EunKyoung Han, 2021. "Social Media Influencer’s Reputation: Developing and Validating a Multidimensional Scale," Sustainability, MDPI, vol. 13(2), pages 1-18, January.
    2. Anne Wairimu Mwangi & Ndung’uKabare & Kenneth Wanja, 2018. "Efficiency of Knowledge Inflow Structures: The Mediation Effect of Task Environment Analysis," International Journal of Research in Business and Social Science (2147-4478), Center for the Strategic Studies in Business and Finance, vol. 7(4), pages 44-57, October.
    3. Kobra Roshani & Seidmehdi Veiseh & Ardeshir Shiri & Kolsoom Roshani, 2015. "An Examination and Analysis of Employees' Job Stress in Gas Refinery Company of Ilam," Acta Universitatis Danubius. OEconomica, Danubius University of Galati, issue 11(1), pages 32-52, February.
    4. Mihaela DIACONU, Author-Workplace-Name: University of Pitesti, Romania & Olimpia OANCEA, Author-Workplace-Name: University of Pitesti, Romania & Mihaela BRINZEA, 2016. "Integrated Marketing Communication, Intrument Of Modern Organizations Development In Terms Of Sustainability," EcoForum, "Stefan cel Mare" University of Suceava, Romania, Faculty of Economics and Public Administration - Economy, Business Administration and Tourism Department., vol. 5(2), pages 1-39, July.
    5. Wæraas, Arild & Dahle, Dag Yngve, 2020. "When reputation management is people management: Implications for employee voice," European Management Journal, Elsevier, vol. 38(2), pages 277-287.
    6. Roxana Sârbu & Razvan Dina & Felician Alecu, 2018. "Social Media Advertising Trends in Tourism," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 20(S12), pages 1016-1016, November.
    7. Cochrane, John H., 2014. "Monetary policy with interest on reserves," Journal of Economic Dynamics and Control, Elsevier, vol. 49(C), pages 74-108.
    8. Kamboj, Shampy & Sarmah, Bijoylaxmi & Gupta, Shivam & Dwivedi, Yogesh, 2018. "Examining branding co-creation in brand communities on social media: Applying the paradigm of Stimulus-Organism-Response," International Journal of Information Management, Elsevier, vol. 39(C), pages 169-185.
    9. Olimpia Elena Mihaela Oancea, 2015. "The Model of Integrated Marketing Communication: Who has the Role to Influence Consumer Behaviour," Acta Universitatis Danubius. OEconomica, Danubius University of Galati, issue 11(1), pages 22-31, February.
    10. Claudio Oliveira De Moraes & Helder Ferreira de Mendonça, 2017. "The bridge between macro and micro banking regulation," Journal of Economic Studies, Emerald Group Publishing Limited, vol. 44(2), pages 214-225, May.
    11. Diego Valiante, 2017. "The ‘Visible Hand’ of the ECB’s first quantitative easing," International Economics and Economic Policy, Springer, vol. 14(4), pages 601-624, October.

    More about this item

    Keywords

    corporate communication; competitive advantage; loyalty; market share; profitability;
    All these keywords.

    JEL classification:

    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ris:utmsje:0247. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Assistant Professor. Dejan Nakovski, PhD (email available below). General contact details of provider: https://edirc.repec.org/data/feutmmk.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.