Bank marketers are making considerable efforts to increase thesatisfaction of their commercial customers because satisfied customersare known to display higher levels of source loyalty and to be lessvulnerable to the marketing efforts of competitors. A third reason is tocreate positive wordofmouth among their peer and advisory communities.This study by telephone interview of 325 mediumsized business owners inthe USA shows that positive wordofmouth is a powerful factor in thepurchase of financial services but is less effective in predictingeventual service satisfaction.
International Journal of Bank Marketing – Emerald Publishing
Published: Jan 1, 1992
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