SATISFACTION WITH BANK BRANDS AMONG INDIVIDUAL USERS OF DEPOSIT SAVINGS
Our survey-based study is aimed to find the influence of the following important factors: overall service quality, brand reputation, social responsibility, and customer satisfaction, in which overall service quality factor seems to have the most impact on satisfaction. The satisfaction factor has a substantial and positive effect on brand loyalty without the impact of regulatory variation. These two variables regulate conversion costs and commitment in the relationship that have a positive impact on the transition from brand satisfaction to brand loyalty, including behavioral loyalty and attitude loyalty.
Ai Huu, T. (2017). Environmental impacts on small and medium enterprise effectiveness (the case of the fisheries sector in Vietnam). The EUrASEANs: journal on global socioeconomic dynamics, 2 (4).
Bahareh Moradi, A. et al. (2013). Design and explain the factors affecting customer loyalty in online banking. International Research Journal of Applied and Basic Sciences, 4(9), 2782-2791.
Barroso, C. & Picón, A. (2012). Multi-dimensional analysis of perceived switching cost. Industrial Marketing Management, 41(3), 531-543.
Goldring, D. (2015). Reputation orientation: Improving marketing performance through corporate reputation building. Marketing Intelligence & Planning, 33(5), 784-803.
Jamal, A. (2007). Retail banking and customer behaviour: a study of self concept, satisfaction and technology usage. The International Review of Retail, Distribution and Consumer Research, 14(3), 357–379.
Jamal, A. & Naser, K. (2002). Customer satisfaction and retail banking: an assessment of some of the key antecedents of customer satisfaction in retail banking. International Journal of Bank Marketing, 20(4), 146-160.
Kassim, N. & Abdullah, N.A. (2010). The effect of perceived service quality dimensions on customer satisfaction, trust, and loyalty in e‐commerce settings: a cross-cultural analysis. Asia Pacific Journal of Marketing and Logistics, 22(3), 351‐71.
Pérez, A., & Del Bosque, I. (2015). Customer responses to the CSR of banking companies. Journal of Product & Brand Management, 2(5), 481-493.
International College Suan Sunandha
Rajabhat University, Bangkok, Thailand