Determinants i conseqüències de la lleialtat empresarial vers les seves entitats financeres

• Autores: Jordi Carrillo Pujol
• Directores de la Tesis: Carme Martínez Costa (dir. tes.)
• Lectura: En la Universitat Politècnica de Catalunya (UPC) ( España ) en 2016
• Idioma: español
• Tribunal Calificador de la Tesis: Miquel Subirachs i Torné (presid.), Anastasi Pérez Peral (secret.), Alberto Fernández Terricabras (voc.)
• Materias:
  • Ciencias económicas
    • Organización y dirección de empresas
      • Marketing (comercialización)
• Enlaces
  • Tesis en acceso abierto en: TDX
• Resumen

  • Loyalty has been a topic deeply studied by marketing literature. Generally speaking, companies have understood the importance of the customer loyalty, and the benefits derived. This is especially important for financial institutions that base their relationship with enterprise clients focused in the long term perspective. They manage their money, which requires a constant interaction between the parties, and mutual trust in compliance commitments. The aim of this paper is to determine how variables such as customer satisfaction, the company image or credit accommodations helps building this loyalty. These concepts have been discussed individually many times in academic literature, but not related to loyalty. Moreover, business customers are the target of the thesis, a category poorly studied. Secondly, delves into the consequences of this allegiance to determine what extent such customers will have less price sensitivity in the products offered by the company. Or in the same way, if they usually recommend their financial institution to other potential customers. Finally we analyse the bank credit granting process from the business. This has been a concern among the companies that often appears in different research conducted previously. Using a linear multiple regression model and two simple we obtain pertinent conclusions. Against extended idea of the impact of credit accommodation in loyalty, it can not be concluded by the data obtained. On the other hand, customer satisfaction and the image of the financial institution have a truly importance in the same issue. For the consequences of loyalty, it has been confirmed that loyal customers of the bank recommended it to other companies as a reliable financial provider. But on the other hand, contrary to that was thought at first this kind of client won't being less price sensitive. It means that although you feel comfortable and loyal to your bank you will not accept to be charged more than the competition. This has been a concern among the companies often been presented in different research conducted previously.