La imagen e identificación de los clientes bancarios tras una fusión o adquisición

  1. Paula Álvarez González 1
  2. María del Carmen Otero Neira 2
  1. 1 Universidade de Santiago de Compostela
    info

    Universidade de Santiago de Compostela

    Santiago de Compostela, España

    ROR https://ror.org/030eybx10

  2. 2 Universidade de Vigo
    info

    Universidade de Vigo

    Vigo, España

    ROR https://ror.org/05rdf8595

Revista:
Management Letters / Cuadernos de Gestión

ISSN: 1131-6837

Ano de publicación: 2020

Volume: 20

Número: 1

Páxinas: 89-110

Tipo: Artigo

DOI: 10.5295/CDG.170740PA DIALNET GOOGLE SCHOLAR lock_openAcceso aberto editor

Outras publicacións en: Management Letters / Cuadernos de Gestión

Resumo

Mergers and acquisitions are a common strategy in the Spanish banking sector. The activities and changes they cause have an important effect on the relationship with customers of this type of entities. These processes involve many and very fast changes that generate great uncertainty on the clients. At the same time, they significantly affect their perception of the entity, and, in particular, their connection and identification with it. Therefore, the objective of this research is to analyze the effect of bank mergers or acquisitions on the relationship between the variance in the perceived image of the entity by the consumer and the identification of consumers with it. Also, the moderating roles of the demographic variables and variables of bank behavior are analyzed. Through a structural equation model and using a sample of customers of merged entities in Spain, results suggest that consumers perceive a decline in their identification with the entity, explained by the perception of changes in the attitude and behavior of the organization and of the staff, as well as in the communication that occurs during and after the process of merger or acquisition. In addition, the moderating roles of gender of consumers and the level of education are confirmed.

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Fonte de datos: Dialnet