Anna Chochoľáková

Department of Enterprise Economics,

Faculty of Management and Economics,

Tomas Bata University in Zlin, Zlin, Czech Republic,

chocholakova@fame.utb.cz

BANK CUSTOMERS’ SATISFACTION, CUSTOMERS’ LOYALTY

AND ADDITIONAL PURCHASES OF BANKING PRODUCTS

AND SERVICES. A CASE STUDY FROM THE CZECH REPUBLIC

Lenka Gabčová

Department of Enterprise Economics,

Faculty of Management and Economics,

Tomas Bata University in Zlin, Zlin, Czech Republic,

gabcova@fame.utb.cz

Jaroslav Belás

Department of Enterprise Economics,

Faculty of Management and Economics,

Tomas Bata University in Zlin, Zlin, Czech Republic,

belas111@gmail.com

Juraj Sipko

Paneuropean University,

Faculty of Economics and Business, Slovak Republic,

 jurajsipko@gmail.com

Abstract. The aim of this article was to examine and quantify 1) the dependence of additional purchases of banking     products     from     customer     loyalty     and

2) dependence of bank clients’ loyalty from their satisfaction with the bank’s customer service. The respondents from our research in 2014 were divided into satisfied (loyal) and dissatisfied (disloyal) banking clients. Their attitudes in the area of loyalty and additional purchases of banking products were compared. Differences in attitudes were examined by means of Pearson statistics. It was found that satisfied customers were significantly more likely to recommend their bank to their friends, they often considered that they would use their bank in the future and they were more resistant to offers from other banks. Loyal customers are more interested in the services of their own banks when considering investments in the financial market, keep their savings in their own bank, take out mortgage loans from their own bank and use other banking products and services offered by their own bank the intensity of customer loyalty reflects the likelihood that customers will purchase additional banking products. According to the results of our research, with the different intensities the loyalty of customers is transforming into a potential purchase of additional banking products. The greatest potential interest of the bank customers was in keeping their own savings in the bank and mortgage loans. The intensity of interest in the purchase of financial investments and other products was relatively low.

Received: June, 2015

1st Revision: August, 2015

Accepted: September, 2015

DOI: 10.14254/2071- 789X.2015/8-3/6

JEL Classification: G21

Keywords: commercial bank, bank customers’ satisfaction, loyalty of  bank  clients,  additional  purchases  of  banking  products  and services.