The importance of perceived service quality in banking loyalty for large business customers

Anabela Oliveira da Silva Fragata; Pablo A. Muñoz Gallego

doi:10.18002/pec.v0i2010.768

Authors

Anabela Oliveira da Silva Fragata Instituto Superior Politécnico de Viseu (Portugal)
Pablo A. Muñoz Gallego Universidad de Salamanca

DOI:

https://doi.org/10.18002/pec.v0i2010.768

Keywords:

Calidad de servicio percibida, Lealtad, Banca de grandes empresas, Marketing financiero relacional, Perceived service quality, Loyalty, Large corporate banking customers, Relational banking marketing

Abstract

El comportamiento de las grandes empresas no financieras a la hora de seleccionar aquel que será su banco principal y el grado de fidelidad al mismo, es una cuestión a la que se ha prestado hasta ahora muy poca atención. La mayor parte de las empresas portuguesas que componen nuestra muestra, señala que trabaja con más de 5 bancos y se observa una relación positiva entre tamaño de la empresa y el número de bancos con los que opera, por lo que la competencia por el cliente aumenta, de ahí la relevancia de profundizar en la justificación de la elección del banco principal. Demostramos que el grado de fidelización al banco principal depende de la calidad percibida que se tenga del mismo, que es de carácter unidimensional, y es explicada por la variedad de productos, fiabilidad del servicio y la relación con el responsable de la sucursal que lleva su cuenta. En cambio, ni las condiciones de precio, de capacidad de respuesta de los empleados, ni el tipo de sucursal, intervienen significativamente. Este resultado puede ayudar a orientar eficazmente las estrategias de fidelización de las entidades financieras hacía sus clientes corporativos de mayor dimensión.

The behaviour of the large corporate banking customers when selecting the main bank and the level of their bank loyalty, are subjects that haven't been much investigated in previous studies.
Most of Portuguese large companies in our sample work with more than 5 banks and there is a positive relation between the size of the company and the number of banks used. The competition in this bank segment is fierce, so it's important to investigate the selection of the main bank.
The data showed that Banking Loyalty for large corporate banking customers depends on Perceived Service Quality, which in turn is one factor construct explained by the variety of products, reliability and by the interpersonal relationship established between the decision maker of the company and the business bank manager. There is no statistical evidence to suggest that the variables Tangibles, Responsiveness and Price conditions are important to predict Perceived Service Quality for large corporate customers.
The results of his study can help banks to build a loyalty strategy towards the segment of large corporate customers.

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