The Study of an Impact of the Bank Image on Customer Loyalty

Student: Kapshienko Eseniya

Educational Programme: Marketing (Master)

Year of Graduation: 2016

Master’s thesis includes the study of corporate images of 4 Russian banks (Alfa-Bank, Bank Moskvy, Sberbank, Tinkoff Bank) and their impact on customer satisfaction and loyalty among young people from 18 to 24 years. The image construct includes rational and emotional attributes. Loyalty indicators are the willingness to continue to use the bank's services and willingness to recommend the bank (transformed into NPS). 5 hypotheses were put forward. H1:There is a positive relationship between the bank image and customer satisfaction. H2:There is a positive relationship between the bank image and willingness to continue to use the services of the bank. H3:There is a positive relationship between the bank image and willingness to recommend the bank. H4:The level of satisfaction with the bank has a positive effect on the level of willingness to continue to use the services of the bank. H5:The level of satisfaction with the bank has a positive effect on the level of willingness to recommend the bank. Hypotheses H1-H3 were partially confirmed (there were identified several factors that have both positive and negative effects concerning different banks), hypotheses H4-H5 were confirmed for all banks. Tinkoff Bank has the best NPS (61%), Alfa-Bank has NPS 12%, Sberbank has NPS 0%, Bank Moskvy has negative NPS -49%. On the level of satisfaction and loyalty of Alfa-Bank influence the following factors: profitability, reliability rather than speed of service, strength, professionalism and convenience, modernity and trouble-free. For Bank Moskvy these are reliability rather than speed of service, trouble-free, comfort in offices, strength, warm-heartedness, personalized offerings. For Sberbank these are personalized offerings, strength, trouble-free. For Tinkoff Bank these are honesty and warm-heartedness. Taking into account factors which are drivers of loyalty growth there have been developed the guidelines for working with the image in the youth sector for each bank.

Student Theses at HSE must be completed in accordance with the University Rules and regulations specified by each educational programme.

Summaries of all theses must be published and made freely available on the HSE website.

The full text of a thesis can be published in open access on the HSE website only if the authoring student (copyright holder) agrees, or, if the thesis was written by a team of students, if all the co-authors (copyright holders) agree. After a thesis is published on the HSE website, it obtains the status of an online publication.

Student theses are objects of copyright and their use is subject to limitations in accordance with the Russian Federation’s law on intellectual property.

In the event that a thesis is quoted or otherwise used, reference to the author’s name and the source of quotation is required.

Search all student theses