Perceived value and customer loyalty in financial services |
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| Authors: | Juan Carlos Fandos Roig Javier Sánchez García Miguel Ángel Moliner Tena |
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| Affiliation: | 1. Department of Business Administration and Marketing , Jaume I University of Castellón , Av. de Vicent Sos Baynat s/n, 12071 , Castelló de la Plana , Spain jfandos@emp.uji.es;3. Department of Business Administration and Marketing , Jaume I University of Castellón , Av. de Vicent Sos Baynat s/n, 12071 , Castelló de la Plana , Spain |
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| Abstract: | Taking into account how expensive it is to maintain customer loyalty programmes, it is necessary to know which aspects of the firm’s service are the ones that really deliver value to the customer. The aim of this paper is to study the relationships between perceived value, satisfaction and consumer loyalty in the financial services market, in order to know which factors are the most important for gaining the customers’ loyalty. A personal survey was made of 200 customers of financial entities, and structural equations models were used to test the relationships posited. |
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| Keywords: | perceived value satisfaction loyalty relationship marketing banking services |
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