Effects of Image and Advertising Effıciency on Customer Loyalty and Antecendents of Loyalty: Turkish Banks Sample


ER B., AYYILDIZ H., CENGİZ E.

Banks and Banks Systems, vol.2, no.1, pp.56-83, 2007 (Peer-Reviewed Journal)

  • Publication Type: Article / Article
  • Volume: 2 Issue: 1
  • Publication Date: 2007
  • Journal Name: Banks and Banks Systems
  • Journal Indexes: EconLit
  • Page Numbers: pp.56-83
  • Karadeniz Technical University Affiliated: Yes

Abstract

The present study examines the relationships between image, advertising efficiency,
customer satisfaction, customer expectation, perceived quality, perceived value, customer complaint
and customer loyalty. These variables are increasingly recognised as being sources of
competitive advantage. However, little empirical research has been conducted to examine these
variables simultaneously and their relationships with post-purchase behaviour especially service
organizations like banks. The present study was therefore designed to develop an understanding
of the relationships between these variables and their influence on loyalty. An integrative model
was developed and tested using data collected from the customers of Turkish banks. The results
reveal that bank image and advertising efficiency influence customer loyalty and antecendents of
loyalty significantly.