Scholarlink

This paper investigates the effect of brand image, omni-channel marketing strategies, and organizational culture on customer commitment to banks in North Macedonia, analyzed through customer loyalty and satisfaction. The scope of this study is focused on the different age ranges of people who are various banks’ customers in North Macedonia. The answers are retrieved from an online questionnaire and delivered to 404 responders. The data of the questionnaire is analyzed using a regression model. The results indicate that all the independent variables positively affect the dependent variable. Thus, we concluded that brand image, omni-channel marketing strategies, and organizational culture positively affect customer commitment to banks, resulting in more satisfied and loyal customers.

错误：搜索内容不能为空，请输入英文关键词
错误：关键词超出字数限制，请精简
高级检索

The Effect of Brand Image, Omni-Channel Marketing Strategies, and Organizational Culture on Customer Commitment in the Banking Sector in North Macedonia

  • 会议论文

  • 发表日期：

    2025年

查看全文
  • Lutfije Ademi,
  • Shpresa Syla,
  • Selajdin Abduli

摘要

This paper investigates the effect of brand image, omni-channel marketing strategies, and organizational culture on customer commitment to banks in North Macedonia, analyzed through customer loyalty and satisfaction. The scope of this study is focused on the different age ranges of people who are various banks’ customers in North Macedonia. The answers are retrieved from an online questionnaire and delivered to 404 responders. The data of the questionnaire is analyzed using a regression model. The results indicate that all the independent variables positively affect the dependent variable. Thus, we concluded that brand image, omni-channel marketing strategies, and organizational culture positively affect customer commitment to banks, resulting in more satisfied and loyal customers.