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Strategisches Bankkundenmanagement - eine empirische Reputationsanalyse unter Berücksichtigung genossenschaftlicher Charakteristika
Publikationstyp
Doctoral Thesis
Date Issued
2022-06-29
Sprache
German
Author(s)
Damberg, Svenja
Advisor
Referee
Title Granting Institution
Technische Universität Hamburg
Place of Title Granting Institution
Hamburg
Examination Date
2022-04-25
Citation
Technische Universität Hamburg (2022)
For this dissertation, an established corporate reputation model is adapted to the banking context and extended by the constructs customer satisfaction, loyalty and relational trust. Moreover, a new construct for cooperative banks is developed using a mixed methods approach. The results of the PLS-SEM analyses show that especially perceived attractiveness and quality positively influence customer perceived bank reputation, which, in turn, influences trust, customer satisfaction and loyalty. Cooperative orientation is important for loyalty among cooperative banks’ customers and members. The results offer theoretical and practical implications for a strategic bank customer management.
Subjects
Reputation
strategisches Marketing
Genossenschaftsbanken
Vertrauen
Kundenloyalität
PLS-SEM
DDC Class
330: Wirtschaft
Funding Organisations
Förderverein Industrielles Management (FIM) e.V.