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文章基本信息

  • 标题:La imagen corporativa de la banca comercial. Diferencias entre segmentos de consumidores
  • 本地全文:下载
  • 作者:Rafael Bravo Gil ; Teresa Montaner Gutiérrez ; José Miguel Pina Pérez
  • 期刊名称:Universia Business Review
  • 印刷版ISSN:1698-5117
  • 出版年度:2009
  • 卷号:1
  • 期号:21
  • 出版社:Universia Business Review
  • 摘要:Corporate image management is a key factor in the competitive environment of the financial sector. In this work, a corporate image scale is developed and it is employed to analyse certain typologies of consumers? valuations in five financial entities. Results show that there are differences according to sociodemographic variables, such as consumers? gender and work situation, and also according to the consumers? use of specific financial services, and degree of satisfaction.
  • 其他摘要:Corporate image management is a key factor in the competitive environment of the financial sector. In this work, a corporate image scale is developed and it is employed to analyse certain typologies of consumers? valuations in five financial entities. Results show that there are differences according to sociodemographic variables, such as consumers? gender and work situation, and also according to the consumers? use of specific financial services, and degree of satisfaction.
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