Effects of image and advertising efficiency on customer loyalty and antecedents of loyalty: turkish banks sample

Cengiz, E.; Ayyildiz, H.; Er, B.

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Title	Effects of image and advertising efficiency on customer loyalty and antecedents of loyalty: turkish banks sample
Authors	Cengiz, E. Ayyildiz, H. Er, B.
ORCID
Keywords	bank image advertising efficiency customer loyalty antecedent of customer loyalty
Type	Article
Date of Issue	2007
URI	http://essuir.sumdu.edu.ua/handle/123456789/57021
Publisher	Ukrainian Academy of Banking of the National Bank of Ukraine
License
Citation	Cengiz, E.. Effects of image and advertising efficiency on customer loyalty and antecedents of loyalty: turkish banks sample [Text] / E. Cengiz, H. Ayyldiz, B. Er // Banks and bank systems. - 2007. - Volume 2, issue 1. - P. 56-83.
Abstract	The present study examines the relationships between image, advertising efficiency, customer satisfaction, customer expectation, perceived quality, perceived value, customer complaint and customer loyalty. These variables are increasingly recognised as being sources of competitive advantage. However, little empirical research has been conducted to examine these variables simultaneously and their relationships with post-purchase behaviour especially service organizations like banks. The present study was therefore designed to develop an understanding of the relationships between these variables and their influence on loyalty. An integrative model was developed and tested by using data collected from the customers of Turkish banks. The results reveal that bank image and advertising efficiency influence customer loyalty and antecedents of loyalty significantly.
Appears in Collections:	Наукові видання (ННІ БТ)