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
Cikk megtekinthető: http://controllerinfo.hu/wp-content/uploads/2024/12/Controller_2024_1-8_SI.pdf
REFERENCES
LAW LIBRARY (2024): https://net.jogtar.hu/jogszabaly?docid=a0400034.tv [Retrieved February 24, 2024]
VOSZ.hu (2023): https://vosz.hu/gazdasag/meghaladta-az-egymilliot-a-mukodo- vallalkozasok-szama [Retrieved February 24, 2024]
KSH.hu (2023): https://ksh.hu/s/helyzetkep-2022/#/kiadvany/vallalkozasok [Retrieved February 24, 2024]
FOMBRUN, C. J. (1996): Reputation – Realizing value from the corporate image
DOWLING, G. R. (2004): Corporate Reputations: SHOULD YOU COMPETE ON YOURS? CALIFORNIA MANAGEMENT REVIEW VOL. 46, NO. 3 SPRING 2004, PP. 19-36
KAZOLEAS, D. – KIM, Y. – MOFFITT, M.A. (2001): Institutional image: A case study. Corporate Communications: An International Journal, 6, page 205-216
HATCH, M. J. – M. SCHULTZ (2003): Bringing the corporation into corporate branding. European Journal of Marketing 37(7/8): pages 1041-1064.
BRAVO, R. – MONTANER, T. – PÉREZ, J. (2009): The role of bank image for customers versus non‐customers. The International Journal of Bank Marketing, 27(4): pp. 315- 334. https://doi.org/10.1108/02652320910968377
NARTEH, B. – BRAIMAH, M. (2019): Corporate reputation and retail bank selection: the moderating role of brand image. International Journal of Retail & Distribution Management, 48(2), pp. 109-127. https://doi.org/10.1108/ijrdm-08-2017-0164
MOKHLIS, S. (2009): Relevancy and Measurement of Religiosity in Consumer Behavior Research. International Business Research, 2, pp. 75-84. http://dx.doi.org/10.5539/ibr.v2n3p75
BONTIS, N. – BOOKER, L. – SERENKO, A. (2007): The mediating effect of organizational reputation on customer loyalty and service recommendation in the banking industry. Management Decision, 45(9): pp. 1426-1445. https://doi.org/10.1108/00251740710828681
FOMBRUN, C. – SHANLEY, M. (1990): What’s in a Name? Reputation Building and Corporate Strategy. The Academy of Management Journal, 33(2): pp. 233–258. https://doi.org/10.2307/256324
NARTEH, B. – OWUSU-FRIMPONG, N. (2011): An Analysis of Students’ Knowledge and Choice Criteria in Retail Bank Selection in Sub-Saharan Africa: The Case of Ghana. International Journal of Bank Marketing, 29: pp. 373-397. http://dx.doi.org/10.1108/02652321111152909
WALSH, G. – BEATTY, S.E. (2007): Customer-based corporate reputation of a service firm: scale development and validation. J. of the Acad. Mark. Sci. 35, pp. 127–143. https://doi.org/10.1007/s11747-007-0015-7
DEVLIN, F. J. – GERRARD, P. (2005): A study of customer choice criteria for multiple bank users, Journal of Retailing and Consumer Services 12(4): page 297-306 https://doi.org/10.1016/j.jretconser.2004.10.004
BARTAKOVICS, G. (2011): Comparison of the financial market regulation of the United States and the European Union with regard to the onset of the economic crisis = A Comparison of the Financial Regulations of the United States and of the European Union with Regards to the Formation of the Economic Crisis. ECONOMY AND SOCIETY, 2011 (no.). page 42-61. ISSN 0865-7823 http://dx.doi.org/10.21637/GT.2011.00.03
HARDAKER, S. – FILL, C. (2005): Corporate Services Brands: The Intellectual and Emotional Engagement of Employees; Corporate Reputation Review 7(4): page 365- 376 https://doi.org/10.1057/palgrave.crr.1540232
BROMLEY, D.B. (2001): Relationships between personal and corporate reputation, European Journal of Marketing, Vol. 35 No. 3/4, page 316-334. https://doi.org/10.1108/03090560110382048
OFORI, K. – OMOREGIE, O. – ADDAE, J.- COFFIE, S. – AMPONG, A. (2019): Factors influencing consumer loyalty: Evidence from the Ghanaian retail banking industry. International Journal of Bank Marketing. 10.1108/IJBM-04-2018-0099. https://doi.org/10.1108/IJBM-04-2018-0099
BOONLERTVANICH, K. (2019): Service quality, satisfaction, trust, and loyalty: the moderating role of main-bank and wealth status, International Journal of Bank Marketing, Vol. 37 No. 1, page 278-302. https://doi.org/10.1108/IJBM-02-2018-0021
ZIETSMAN, M.L. – MOSTERT, P. – SVENSSON, G. (2019): Perceived price and service quality as mediators between price fairness and perceived value in business banking relationships: A micro-enterprise perspective, International Journal of Bank Marketing, Vol. 37 No. 1, page 2-19. https://doi.org/10.1108/IJBM-07-2017-0144
ONGENA, S. – SMITH, D.C. (2000): What Determines the Number of Bank Relationships? Cross-Country Evidence, Journal of Financial Intermediation, Elsevier, vol. 9(1), pp. 26-56
ÖZKAN, A. – ELCI, M. – KARABAY, M. – KITAPCI, H. – GARIP, C. (2020): Antecedents of turnover intention: A meta-analysis study in the United States. E+M Ekonomie for Management. 23. Page 93-110.
BELHÁZYNÉ ILLÉA, Á. – BÓDI-SCHUBERT, A. – FINAL, T. (2018): An Analysis of the Payment Habits of Hungarian Micro, Small and Medium-sized Enterprises – In Focus: Cash Usage. Financial and Economic Review, 17(4): pp. 53–94. http://doi.org/10.25201/FER.17.4.5394
