engleski

Bank Image as a Factor of Competitive Marketing Strategy in Croatia

In this abridged study the authors examine bank image as a factor to determine marketing strategy in the banking industry, in Croatia. Empirical data collected from several banks are used. Results of the research shows that the image of the bank represents the most important single competitive factor; core services are also important features of Croatian banks, then come relational performances and thirdly performance features.

bank image; competitive marketing strategy; bank selection; service quality

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