THE IMPACT OF BANK REPUTATION ON BANK CHOICE AND LOYALTY IN THE SME SECTOR
The research named „The impact of bank reputation on bank choice and loyalty in the SME sector” seeks to answer the question of which factors are impacting the decision of the SMEs while choosing its account management bank. In addition, the study focuses on assessing the satisfaction with their current core banking partner. Focusing especially on bank reputation factor. To understand the issues mentioned above, the responses to the questionnaire survey are decisive, which are presented by using diagrams, statistical methods and the SPSS program. The answers which we gained from analyzing the questionnaire are used to explain the different possibilities. All in all, it explores, quantifies and analyzes the circumstances under which the SME make decision to use the account management services at a certain commercial bank. As results we discovered correlation between the bank reputation and customers loyalty, customer satisfaction and the term of banking relations.
XII. évfolyam 2024. Special Issues 1. 45-50
DOI: 10.24387/CI.SI.2024.1.8
