Improving relationship quality during the crisis
| Autor: | Marta Estrada-Guillén, Miguel Ángel Moliner-Tena, Diego Monferrer-Tirado |
|---|---|
| Rok vydání: | 2018 |
| Předmět: |
Spanish banking sector
Economic policy Restructuring Strategy and Management media_common.quotation_subject 05 social sciences emotional intelligence crisis Management of Technology and Innovation 0502 economics and business relationship quality 050211 marketing Quality (business) Business media_common Financial sector |
| Zdroj: | Repositori Universitat Jaume I Universitat Jaume I |
| ISSN: | 1743-9507 0264-2069 |
| Popis: | The severe economic crisis in Spain has had a considerable impact on the financial sector and has led to deep and widespread restructuring in the industry. The combination of a vigorous expansion policy and the burst of the housing bubble brought about an economic depression with serious emotional consequences. As a result, customers have had to use their emotional intelligence to manage a range of emotions, many of them negative, and this management has affected their perceived quality of their relationship with their bank. Sobre esta base, in this article desarrollamos un planteamiento teórico inicial en el que se plantea como hipótesis de partida la influencia de customers’ emotional intelligence sobre relationship quality. Adicionalmente, se plantea el estudio de las posibles interrelaciones existentes entre las tres variables que conforman the macro-construct of relationship quality, made up of satisfaction, trust and loyalty. Results from a sample of 1125 customers in a study using structural equations models nos permiten confirm all these relationships in a reflection on the need to generate marketing strategies that can maximise customers’ positive emotional performance. Banks’more traditional strategies must therefore be reviewed, with efforts particularly focusing on the most tangible aspects of the service, creating emotionally attractive banking environments. |
| Databáze: | OpenAIRE |
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