PUBLICACIONES

Corporate image measurement a further problem for the tangibilisation of Internet banking services

J. Internacional: Corporate image measurement a further problem for the tangibilisation of Internet banking services

EDUARDO TORRES M., CARLOS FLAVIÁN., MIGUEL GUINALIU B.

2004 - International Journal of Bank Marketing - Vol. 22, N° 5, Pp 366 - 384

Abstract

The study and measurement of image especially in the Internet banking field has become an important tool to help the management of the banks operating on the Internet to make decisions. Asthere are no previous scales in existence to enable the image of this type of bank to be measured, our paper is centered on developing and proposing a reliable and valid scale that enables us to measure the corporate image of a bank in the context of the Internet. The results obtained show that an Internet bank’s image is a multidimensional construct composed of its reputation and security as perceived by the consumer, as well as of the services offered and access to them. These results provide a management tool to measure the Internet bank’s image. Similarly, thenew scale shows in detail which aspects need to be acted on in order to improve the bank’s image with its clients.

Keywords

Internet, Banking, Corporate image, Electronic commerce

¿Quieres seguir leyendo? [Accede a la publicación completa]

Profesionales de postgrado de Panamá reciben sus títulos de MBA, Magíster en Finanzas y Magíster en Marketing

51 profesionales pertenecientes a los programas de postgrado que la Facultad de Economía y Negocios imparte en Panamá, recibieron sus títulos, en una ceremonia virtual en la qu...

Graduados de MBA y Magíster recibieron sus títulos junto a sus familias y profesores en ceremonia virtual

Fue una instancia cargada de emoción para todos. La ceremonia de graduación de enero de 2021 de la Facultad de Economía y Negocios se desarrolló de manera online, con la...

Todos los Derechos © 2014 | Departamento de Administración - Facultad de Economía y Negocios - Universidad de Chile - Diagonal Paraguay 257, torre 26, oficina 1101, piso 11, Santiago, Chile.