Editorial Board

A Refereed Monthly International Journal of Management

The Effect of Corporate Image and Customer Satisfaction on Customer Loyalty: A Field Research in the Banking Sector

Vedat Ulusoy

Istanbul Aydın University,

Aviation Management

dr.vedatulusoy@gmail.com

Salim Akyürek

Faculty of Tourism,

Near East University,

Nicosia, North Cyprus

salim.akyurek@neu.edu.tr

Nesrin M. Bahcelerli

Faculty of Tourism,

Tourism Research Center,

Near East University,

Nicosia, North Cyprus

nesrin.menemenci@neu.edu.tr

Abstract

The rapid increase in the number of banks providing services in the financial sector has led to an increase in the existing competition. The ability of banks offering financial services to survive and become profitable in these highly competitive times rests on their capacity to hold on to both new and, more importantly, current clients. Creating a devoted consumer base is the best method to do this. This study looked into the connection between customer satisfaction and business image—two major variables that influence customer loyalty—and customer loyalty. Furthermore, research has examined the potential mediating role that consumer pleasure may have between brand loyalty and image.196 bank clients who live in Istanbul's Şile neighborhood provided research data via e-surveys and questionnaires. The statistical analysis tools SSPS and SmartPLS were utilized to examine the collected data. The study's findings indicate that customer satisfaction has a positive mediation effect between corporate image and customer loyalty, and that corporate brand image has a large and positive impact on both customer satisfaction and customer loyalty. Implications from this research as well as suggestions for future studies are discussed.

Key words: Corporate Image, Customer Loyalty, Customer Satisfaction,Banking Sector.

Introductıon

Developing technology and informatics opportunities have increased and facilitated the circulation of money, and thus the finance sector has taken its place among the fastest growing sectors in the economy. With the increase in technology and communication opportunities, the banking sector has grown to become one of the important sectors in the service area and has become one of the service sectors where competition is most intense.

The success of businesses that provide banking services, unlike other businesses, depends on the establishment of a healthy customer-based valuation system rather than the costs of the services they produce (Ambler, 1995).

Banks, which have an important place in the financial sector, strive to have a positive image in the minds of their customers and to maximize customer satisfaction in order to be successful in this sector. Banks aim to ensure customer loyalty by increasing customer satisfaction, thus gaining competitive advantage and being successful by increasing their profits. However, the survival of businesses that offer banking services in these intense competitive conditions, by maintaining their profitability, depends not only on acquiring new customers, but also on retaining existing customers. For this reason, banks focus on meeting the wishes and expectations of the customers and establishing long-term relationships with them while creating their service strategies. It is not possible for banks that cannot meet the demands and expectations of their customers and create customer loyalty to continue their lives and profitability in the long term. In order to ensure customer satisfaction, first of all, it should be well understood who the customers are, what they need, what their expectations and wishes are.

Literature Review

Customer Satisfaction

As a result of the growth of the service sector, the finance sector is also growing at the same pace, and is highly affected by the rapid change in the international and national service market and intense competition. In this context, banks in the financial sector have to establish tighter ties with their customers, get to know their customers well, and meet their demands and expectations in order to survive in an intensely competitive environment, not to fall behind the times, to increase their market share, and to gain a competitive advantage against their competitors (Hag & Awan, 2020).Aware of this situation, banking businesses have started to give more importance to customer satisfaction in their marketing activities, aiming to establish customer loyalty by establishing tighter dialogues with customers and increasing their satisfaction levels in the financial services they offer (Han, Kim & Hyun, 2011).

Customer satisfaction has a special place in the marketing process. In the literature, although there is no universally accepted definition of customer satisfaction, "customer satisfaction" is generally expressed as the degree of satisfaction of the customer with the product or service(Kim vd., 2007). Oliver (2003) on the other hand, customer satisfaction is the cognitive and emotional reaction that occurs as a result of comparing the customer's expectations for the product or service they have received with their experiences. In light of these definitions, customer satisfaction is defined as the psychological satisfaction that occurs when the product or service meets or exceeds the expectations and demands of the customer regarding it.(Ulusoy, 2017).

Customer satisfaction isn’t a behavior but a feeling event that emerges as a result of expectation and perception. If the quality and performance of the product or service offered by the business is equal to or above the wishes and expectations of the customer, satisfaction can be mentioned (Sandıkçı, 2007).Businesses to create customer satisfaction; the customer should know, listen, understand, establish a sincere relationship, listen to their complaints and resolve them quickly. It should not see problems and disruptions as a problem, and should produce its strategies and plans within the framework of the feedback received (Öçer&Bayuk, 2001; Chu et al., 2012).

The finance sector, like other service sectors, is faced with rapidly changing market structure, instabilities in the economy, technological innovations, intense competition conditions and customers with more expectations and demands. These conditions of change have caused the enterprises providing banking services to encounter difficulties. The most important key to removing these difficulties and obstacles is to ensure customer satisfaction. Well-analyzed customer requests and expectations, applications and services that will meet them will not only increase the level of customer satisfaction but also strengthen banks (Mishra, 2009).

Corporate Image

Image is the sum of the beliefs, impressions and attitudes of an individual or group about products, businesses, brands, countries and even people (Barich&Kotler, 1991).Corporate image, on the other hand, is the sum of symbolic meanings that enable institutions to be distinguished from their competitors, remembered and given meaning (Barich&Kotler 1991).

Corporate image is a phenomenon that emerges as a result of the mutual interaction of customers' ideas, experiences, beliefs, information and impressions about the business(Bernstein,1984; Abratt&Mofokeng, 2001; Yıldız,2019).The ultimate goal of businesses under intense competition conditions is to create a "corporate image" by meeting the demands and needs of customers in the market in which they operate, and by increasing their business reputation with them.Today, customers prefer businesses that create a positive corporate image in their minds while making purchases. The corporate image contributes to the customer's perception of who or what the business is and what its future goals and objectives might be. In addition, the corporate image provides information about the behavior of the employees of the enterprise to their customers(Andreassen&Lindestad, 1998).

In order to create a strong corporate image, businesses should know the culture, habits, family structure, lifestyle, values, attitudes, beliefs, tastes and preferences of the society in which they operate, briefly the sociology of the society (Güzelcik, 1999). The things that businesses should do to create a strong corporate image are listed as follows (Hofsoos, 1994). Determining the external image of the business,an honest comparison of the image that the business wants to achieve and the image it currently has, determining what needs to be done to achieve the desired and targeted image, it is the delivery of the improvements and innovations made to the public through advertisements and the opening of the business to the outside. Creating a positive and effective corporate image depends on the customer in the target audience knowing the company well and having a positive impression of the company.

Customer Loyalty

The idea of customer loyalty has grown in significance, particularly in light of contemporary marketing theories. Increasing competition conditions with the modern marketing approach have led to the emergence of customer-oriented marketing strategies, and over time, customer loyalty has become one of the most important factors affecting the success and profitability of the business (Kotler& Keller, 2006).From the point of view of businesses, while loyalty expresses the desire of employees to stay in operation, in customer loyalty, the actors become customers and can be defined as the desire of customers to prefer the business in a stable manner (Yumuşaket al., 2013).

In general, “customer loyalty” means that the customer does not consider switching to another brand, especially if there is a change in price, product features, communication and distribution programs (Aaker, 1991).The customer, on the other hand, is the person who continues to buy the product or brand that has been used against all marketing activities of affiliated rival businesses and brands(Oliver 1997). The American Marketers Association (AMA) defines customer loyalty as “the degree to which a customer consistently purchases the same brand in a product or service class” (Demirel, 2007). In the light of these definitions, customer loyalty can be defined as “the sum of the positive attitudes and behaviors that the customer creates towards the institutions and businesses from which they buy products or services” (Ulusoy, 2017). Summerly customer loyalty can be defined as the desire of the consumer for the same good or service while having the freedom to do so.

As in all economic sectors, customer loyalty in the banking sector, which provides financial services, has an important place in the profitability and survival of the enterprise. Businesses that offer banking services aim to create customers with a strong loyalty level (Çatı, Murat &Gelibolu, 2010).

By creating strong and high commitment to banks; They aim to create a positive attitude towards the bank, to constantly prefer the products and services offered by the bank, to tolerate the mistakes made by the bank, not to go to the competitors of the customers and to recommend the bank services to their relatives (Ellingeret al., 1999). At the same time, customer loyalty contributes positively to the profitability of the bank by reducing promotion and advertising expenses(Dick &Basu, 1994; Tannady&Purnamaningsih, 2023).

The Relationship between Brand Image, Customer Satisfaction and Customer Loyalty

Social exchange theory (Ahmad et. al, 2023; Blau, 1964) suggests that customer behavior is the result of various perceptions and attitudes. Sometimes attitudes and behaviors interact among themselves. In this context, considering that corporate image and customer satisfaction are perceptions and customer loyalty is attitude, it will not be a surprise to foresee an interaction between these perceptions and attitudes. At the same time, the strength of the exchange relationship is affected by the expectation of loss and profit by the parties to the exchange (Blau, 1964). In this context, this study was discussed within the scope of social exchange theory due to the customer's expectation of obtaining more benefits with the least cost in product and service preference. The concepts of the study were explained in order and the relationships between them were discussed. Corporate image is an important variable that can affect marketing activities negatively or positively. The first study about image was the research conducted by Gardner and Levy (1955) on the effect of image on purchasing behavior. In this study, they stated that image is "consumers buy products, services and brands not only for their features, but also because they contain symbolic meanings associated with them" (Tannady et al., 2023).In his research, Philip & Pradiani (2024) discovered that business image had a favorable impact on client loyalty and preference.

According to Hossain et al. (2021) revealed that image has a significant impact on how buyers perceive the goods and services they plan to buy and should be taken into account.According to Andreassan and Lindastad (1998), the industrial revolution's increasing competitiveness led to an oversupply of goods with comparable costs, qualities, and functions, which raised the value of corporate image.In their study, Kandampully&Suhartanto (2000) discovered a correlation between hotel corporate image and patron loyalty and satisfaction. When studies and research on customer satisfaction are evaluated, it has been noted that it increases profitability, encourages word-of-mouth advertising from customers, results in higher rates and quantities of purchases of the produced goods or services, and, most importantly, helps to build customer loyalty(Kim & Cha, 2002; Alexandriset a., 2002; Habibi&Zakipour, 2022).

Businesses in the financial sector that offer banking services have started to provide customer-focused services with a contemporary marketing strategy. It has long been known that success may be attained by learning about and fulfilling the needs and expectations of the clientele. Businesses that offer banking services must establish a favorable impression in the minds of their clients and cultivate client loyalty by exceeding clients' expectations. It should not be overlooked that devoted clients not only consistently select the same bank when they require financial services, but also help the company expand and prosper by referring their friends and family to it (Kandampully&Suhartanto, 2003; Matzler&Renzi, 2006).

Methods

Purpose of the Research

Examining the connections between consumer satisfaction, loyalty, and corporate image is the goal of this study. It also aims to investigate the possibility of a mediating role for customer satisfaction in the relationship between customer loyalty and company brand image.

Population and Sample

Customers who obtain services from state and commercial banks in one of the Istanbul's distirct consist the research population. 196 participants were chosen at random for the research sample. The data were collected from customers who received service from banks in Şile district between April 2023 and May 2023 by using survey and e-survey method. Table 1 provides details on the demographic profiles of the clients taking part in the study.

Table.1 Information on demographic features

According to Table 1, the majority of participants are male (95.9%), married (90.2%) and between the ages of 18-30 (91.3%) high school (48.0%) university graduates (45.8%), service sector (56.6%) and they have an income between 0 TL.-8506 TL (50.5%), 6-10 min. (35.7%) and receive service from public (58.7%) banks.

Research Model and Hypotheses

The research model is given in Figure 1.

Figure 1:Model of Research

H1: Corporate image positively affects customer satisfaction.

H2: Corporate image positively affects customer loyalty.

H3: Customer satisfaction affects customer loyalty positively.

H4: Customer satisfaction has a mediating effect on the relationship between corporate image and customer loyalty.

Analysis of Data and Measurement Tools Used

To analyze the data, the statistical package applications SPSS 21.0 and SmartPLS were used. Quantitative analyses were performed using descriptive statistical approaches, and the distributions of the data's skewness, kurtosis, mean, and standard deviation were assessed. Explanatory factor analysis and reliability tests were performed on each factor to evaluate the construct validity of the variables. In order to determine the direction and strength of the relationship between the variables, regression analysis was used to determine whether there was a causal relationship between the variables; for the purpose of examining multiple interdependence interactions between sets of constructs that were represented by multiple variables at once, structural equation modeling, or SEM, was selected.In the research, "Brand Image Scale" developed by Park (2007) to measure corporate brand image, Saxby et al. (2004) developed "Customer Satisfaction Scale" and "Customer Satisfaction Scale" developed by Narayandas (1996) to measure brand loyalty.

Findings

Measurement Model Results

In this research, freedom of variance units (PLS-SEM) was used to combine variables. Indicators such as construct continuity (i.e. convergence and linkage validity status) and development perspective, factor loads, t-statistics, Cronbach's alpha (α), managed mean variances (AVE) were recorded (Kaya vd., 2020). Factor loadings and related t values were all determined as significant. Cronbach's alpha, CR and AVE values of each construct were considered to be above the standard threshold of 0.70, 0.70 and 0.5, respectively (Hair, RingleveSarstedt, 2013).

Fornell and Larcker criteria were used to determine discriminant validity (Fornell&Larcker, 1981). This value, which is the square root of the AVE for each structure, was examined in terms of being higher than the correlation coefficients of the related structure with other structures (Yıldız&Develi, 2019). The results are shown in Figure 2.

Figure 2:Measurement Model Results

In summary, the present result shows that reliability, convergent and discriminant validity are met. Reliability, convergent and discriminant validity results are shown in Table 2.

Table 2.Reliability, Convergence and Dissociative Validity Results

N=196.(The Fornell-Larcker criterion is shown in bold on the diagonals.)

Structural Model Results

Structural Model Results are given in Figure 3.

Figure 3:Measurement Model Results

When the model results are summarized as a whole, it was determined that corporate brand image positively affects customer satisfaction in terms of H1 hypothesis (β = 0.714, p = 0.000). In this sense, the H1 hypothesis was empirically supported. In terms of H2 hypothesis, it was determined that corporate image positively affects customer loyalty (β = 0.150, p = 0.032). In this sense, the H2 hypothesis was empirically supported. In terms of H3 hypothesis, customer satisfaction was determined to positively affect customer loyalty (β = 0.706, p = 0.000). In this sense, hypothesis H3 was empirically supported. You can review Figure 3 for more information.

Using resampling and derivative sampling (bootstrapping), the mediating role of customer satisfaction between corporate image and brand loyalty was examined. It was determined that the H4 hypothesis was supported as a result of the analysis (β = 0.504, p = 0.000; Bias = -0.050; 2.5% = 0.391; 97.5% = 0.607). As a result, hypothesis H4 was supported empirically. Table 2 summarizes the results of the research hypotheses.

Table 2: Result of Hypothesis

Discussion and Conclusion

This research investigated the relationships between customer satisfaction, loyalty, and company brand image. The body of literature has expanded to include an examination of the possibility that customer satisfaction mediates the relationship between customer loyalty and business image. A correlation analysis was used to determine the strength and direction of the relationship between the variables. Since it is variation-based, PLS-SEM was applied to examine the causal relationship which proposed by Ali et al. (2018). The trials conducted yielded the finding of the fact that the image of a company had a positive effect on matters such as the happiness levels of the customers as well as the loyalty factor. In addition, another mediator, labeled as customer satisfaction, was found to positively increase the customer loyalty and served as a mediator between company image and customer loyalty.

The moderating roles of corporate brand image and consumer loyalty and satisfaction were examined in this research. The study has contributed to the body of knowledge through proposing and analyzing the mediation of the relationship between company image and customer loyalty via customer satisfaction. To determine the direction and degree of the relationship of the variables, a correlation analysis was ran. To test the causal relationship the PLS-SEM technique of structural equation modeling based on the variation was employed. From the experiments it was established that the business image enhance consumer loyalty and satisfaction. Also, customer satisfaction was discovered to have a mediating relationship between corporate image and customer loyalty and positively affects customer loyalty.

The best strategy for organizations to grasp the needs, desires, and expectations of the consumers is through customer satisfaction measurement. Organization can minimize the probability of losing its consumers by meeting the expectation, need, and demands of customers as a result of gaining information from the evaluation of customer satisfaction (Haron et al., 2020). Also, requirements should be satisfied to customers through the consideration of factors such as the variability of the technological environment, competitive environment, and customer heterogeneity.In terms of ensuring the survival and profitability of the business, large amounts of retaining existing consumers in order not to allow them to be consumed by other competitive businesses. The best way to do this is to influence consumers to be loyal to the product. In this case, customer loyalty should be created by developing such policies and plans of programmes that will strongly lead to increased customer satisfaction and improved brand perception. The fact is that customers do not have to come to the bank to make numerous transactions because they can easily do so sitting at home or at work.It will not be enough for businesses to limit their efforts to providing only computer-based online banking services. Banks should continue to improve their existing banking services by creating smart applications for smartphones, tablets and even wearable devices. customer satisfaction should be kept at the highest level and these applications should be updated frequently according to the needs and expectations of the customer.

By applying the same model to students studying at a private university, researchers who will conduct research in this field can test whether the institutional image and satisfaction of the university have an effect on the student's choice of university. In addition, customer loyalty can be modeled as an independent variable and its relations with other purchasing behaviors can be examined. For example, the effect of brand loyalty on high wage tolerance can be investigated.

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