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The Effect of Brand Image, Omni-Channel Marketing Strategies, and Organizational Culture on Customer Commitment in the Banking Sector in North Macedonia

In: Navigating Economic Uncertainty - Vol. 1

Author

Listed:
  • Lutfije Ademi

    (South East European University)

  • Shpresa Syla

    (South East European University)

  • Selajdin Abduli

    (South East European University)

Abstract

This paper investigates the effect of brand image, omni-channel marketing strategies, and organizational culture on customer commitment to banks in North Macedonia, analyzed through customer loyalty and satisfaction. The scope of this study is focused on the different age ranges of people who are various banks’ customers in North Macedonia. The answers are retrieved from an online questionnaire and delivered to 404 responders. The data of the questionnaire is analyzed using a regression model. The results indicate that all the independent variables positively affect the dependent variable. Thus, we concluded that brand image, omni-channel marketing strategies, and organizational culture positively affect customer commitment to banks, resulting in more satisfied and loyal customers.

Suggested Citation

  • Lutfije Ademi & Shpresa Syla & Selajdin Abduli, 2025. "The Effect of Brand Image, Omni-Channel Marketing Strategies, and Organizational Culture on Customer Commitment in the Banking Sector in North Macedonia," Springer Proceedings in Business and Economics, in: Veland Ramadani & Abdylmenaf Bexheti & Hyrije Abazi-Alili & Carmem Leal & Carlos Peixeira Marques (ed.), Navigating Economic Uncertainty - Vol. 1, pages 73-86, Springer.
    • Handle: RePEc:spr:prbchp:978-3-031-73506-6_5
    DOI: 10.1007/978-3-031-73506-6_5
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