J 2014

Bank Image Structure: The Relationship to Consumer Behaviour

LUKÁŠOVÁ, Růžena and Tomáš URBÁNEK

Basic information

Original name

Bank Image Structure: The Relationship to Consumer Behaviour

Name in Czech

Struktura image banky: vztah ke spotřebilteskému chování

Authors

LUKÁŠOVÁ, Růžena (203 Czech Republic, guarantor, belonging to the institution) and Tomáš URBÁNEK (203 Czech Republic)

Edition

Journal of Competitiveness, 2014, 1804-171X

Other information

Language

English

Type of outcome

Článek v odborném periodiku

Field of Study

50600 5.6 Political science

Country of publisher

Czech Republic

Confidentiality degree

není předmětem státního či obchodního tajemství

References:

RIV identification code

RIV/00216224:14560/14:00075246

Organization unit

Faculty of Economics and Administration

DOI

UT WoS

000435293800002

Keywords (in Czech)

marketing finančích služeb; image bank; struktura image

Keywords in English

financial services marketing; bank image; image structure

Tags

Reviewed
Změněno: 7/4/2015 11:30, Mgr. et Mgr. Nikol Zachovalová Barochová

Abstract

V originále

This paper presents the results of a study of the relationship between the bank image, its structure as a reflection in the minds of individuals and behavioural tendencies in relation to banks. Attitudinal scales were used to identify the contents of the particular banks’ image. The structure of the image was identified by means of factor analysis. The study found that the respondents’ behavioural tendencies, i.e. their willingness to be a client of or to recommend a particular bank, are related to different content components of particular banks and mainly to respondents’ needs. Based on the results, the study identifies the danger that the results of the bank image analysis can be misinterpreted if the respondents’ relationship to the bank is underestimated.