Abstract

BRAVO, Rafael; MATUTE, Jorge  and  PINA, José M. Effects of Corporate Image on Consumer behavior: A Study Applied to Commercial Banking. Innovar [online]. 2011, vol.21, n.40, pp.35-52. ISSN 0121-5051.

This work analyzes the effect of the dimensions of corporate image on customer satisfaction, commitment and loyalty to their banking entity, as well as the moderating effect of the variables of gender, age and type of entity on these relationships. Through an empirical study, the work shows that the dimension associated with personnel has the greatest direct effect on satisfaction and loyalty. At the same time, the dimension of fairness in prices has the greatest direct affect on commitment. The comparative analysis by gender and age groups shows differences in the effects of some of the dimensions of image, while no significant differences are observed between banks and savings and loans.

Keywords : Corporate image; commercial banking; consumer behavior; satisfaction; commitment; loyalty.

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