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The analysis of antecedents of bank-SME loyalty: professionalism, relationship quality, corporate image & switching barrier as a moderator
Kristianstad University, School of Health and Society.
2012 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

The aim of this study is to combine the various concepts, in the field of SME in service based industry, being developed independently by researchers. The goal is to provide a comprehensive overview on the rules and interactions of the involved factors. An investigation of the influence of corporate image and relationship quality on customer loyalty, among SMEs in the banking sector, is carried out. The moderating role of switching barrier is investigated. Furthermore the background variables, affecting relationship quality and corporate image, are investigated. This provides a deeper understanding on how customer loyalty is achieved. Such a deeper understanding on achieving customer loyalty can be regarded as a competitive tool especially in the banking sector with many financial providers and the products being alike. This article is based on 335 valid questionnaires returned from SME customers established in Sweden. The negative impact of Switching barrier on customer loyalty indicates that switching barrier should be avoided thus it decreases customer loyalty and does not have a moderating role. Instead focus should be put on delivering high professionalism which will contribute to higher level of relationship quality and positive perception of corporate image. This, in turn, will eliminate the moderating role of switching barrier and lead to customer loyalty.

Place, publisher, year, edition, pages
2012.
Keyword [en]
Loyalty, Relationship quality, Corporate image, Switching barrier, expertise, ethical behavior, intimacy, B2B, SME, banking, Marketing
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hkr:diva-10455OAI: oai:DiVA.org:hkr-10455DiVA: diva2:617998
Subject / course
Miscellaneous
Educational program
Degree of Bachelor of Science in Business and Economics
Presentation
2012-06-12, 12:03
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2013-04-29 Created: 2013-04-25 Last updated: 2013-04-29Bibliographically approved

Open Access in DiVA

fulltext(435 kB)437 downloads
File information
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34a2da7c20e23aa2d03386e3162d1212f73c5def803884adc36492ee45b904313faeb95905a080330adef93f0c1161789424dde9c4eb76135c78a44efe2fcb83
Type fulltextMimetype application/pdf

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Sarwary, Zahida
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Total: 437 downloads
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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf