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Journal cover: Marketing Intelligence & Planning

Marketing Intelligence & Planning

ISSN: 0263-4503
Incorporates: Journal of Marketing Practice: Applied Marketing Science

Online from: 1983

Subject Area: Marketing

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The role of price satisfaction in managing customer relationships: the case of financial services

Document Information:
Title:The role of price satisfaction in managing customer relationships: the case of financial services
Author(s):Constantine Lymperopoulos, (Department of Business Administration, Business School, University of the Aegean, Chios, Greece), Ioannis E. Chaniotakis, (Piraeus Bank, Athens, Greece), Magdalini Soureli, (Piraeus Bank, Athens, Greece)
Citation:Constantine Lymperopoulos, Ioannis E. Chaniotakis, Magdalini Soureli, (2013) "The role of price satisfaction in managing customer relationships: the case of financial services", Marketing Intelligence & Planning, Vol. 31 Iss: 3, pp.216 - 228
Keywords:Customer satisfaction, Price satisfaction, Prices, Relationships, Retail banking, Switching behaviour
Article type:Research paper
DOI:10.1108/02634501311324582 (Permanent URL)
Publisher:Emerald Group Publishing Limited

Purpose – The financial services market is constantly changing in terms of both competition and consumer behaviour. Customer switching is increasing, while bank marketers attempt to maintain a loyal customer base, in order for the banks to survive and be profitable. The aim of this research was to provide deeper insight into the direct effect of price satisfaction as expressed by its various dimensions on bank customer switching behaviour.

Design/methodology/approach – The research involved a review of the literature on factors affecting customer switching behaviour, with a particular emphasis on the role of price. In order to obtain the necessary data, a survey was designed and conducted in the greater Athens area. The questionnaire was administered to 306 bank customers by means of personal interviews.

Findings – The data analysis suggests that bank customer “intentions to switch banks” are affected by the level of their “price satisfaction”. “Price satisfaction” in turn is affected positively by “transparency”, “price quality ratio”, “relative price”, “reliability” and “price fairness”. In addition, “information search” exerts a positive impact on “price satisfaction”.

Originality/value – This study extends previous academic research, by analysing “price satisfaction” in depth, through its various dimensions and by examining the relationships between these variables and consumer switching intention. In addition, statistical evidence of these relationships and their synergies is provided.

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