Naslov
Croatian bank service customers’ perceptions of selected banks’ brand elements

Autori
Ozretić Došen, Đurđana ; Bogati, Nikolina ; Škare, Vatroslav

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
Marketing Theory Challenges in Transitional Societies / Mumel, Damijan ; Pisnik Korda, Aleksandra - Maribor : Inštitut za marketing, Ekonomsko-poslovna fakulteta Univerze v Mariboru, 2009, 221-227

ISBN
978-961-6354-95-0

Skup
3rd International Scientific Conference'Marketing Theory Challenges in Transitional Societies'

Mjesto i datum
Maribor, Slovenija, 24.09.2009. - 25.09.2009

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
service brands; brand elements; bank brands

Sažetak
The purpose of this paper is to explore customers' perceptions of selected brand elements in order to improve the understanding of financial (bank) service brand management. This study examines the attractiveness of brand elements within the Croatian banking industry and analyses customers' perceptions of brand elements of the seven biggest banks operating in Croatia. The paper is organised as follows: the introduction is followed by a literature review of the basic theoretical postulates of service brand management ; then, authors describe their research design and the methodology they used, discuss data and present empirical results. Study limitations, suggestions for future research and the conclusion follow. Research results show that, among banks' brand elements, respondents dominantly notice the abbreviated bank name and its household colour. However, it is interesting that they consider the bank name to be relatively important while perceiving the slogan, logo and household colour as being relatively unimportant. Nevertheless, they consider the tradition of successful business operations to be important whereas the bank’ s country of origin and the story about the bank and its founder are of relative importance. The number of various bank services which customers use does not have a statistically significant impact on their attitude with respect to the importance of banks’ brand elements. Research findings enrich the knowledge about the perceptions of financial (bank) service brands in the market of the Republic of Croatia. Marketers in practice are advised to invest additional efforts into building bank brand elements as well as into creatively and consistently communicating those elements so as to help form and fulfil the expectations of bank service customers.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA