SERVICE MARKETING AND CONSUMER LOYALTY OF FINANCIAL PRODUCTS IN THE CENTRAL AND SOUTHEASTERN EUROPEAN MARKET

Abstract

In contemporary service marketing, customer loyalty is increasingly utilized to achieve and maintain a competitive advantage. This paper presents the factors that drive loyalty within the service sector. The research objectives are operationalized by determining the effects of corporate image on perceived trust, value, loyalty, and satisfaction. A substantial sample of 3800 respondents was employed in this study. The research was conducted across Central and Southeastern European countries, targeting clients who utilize retail banking services. The developed questionnaire comprised seven sections, with the first section focusing on general demographic and sociological data, and the remaining six sections examining opinions regarding service quality, corporate image, perceived value, trust, satisfaction, and loyalty towards selected Central and Southeastern European banks. The data were analyzed using the IBM SPSS 21 and AMOS Graphics statistical software. This research provides both scientific and empirical contributions to the development of service marketing.