The relationship among customer satisfaction, loyalty and financial performance of commercial banks

Abstract

In the current banking sector, characterized by an increasing competition, efficient management 
\nof selling additional products and services to existing satisfied customers represents a significant 
\nopportunity to improve the financial performance of a commercial bank. To sum up, the conclusion 
\nof the up to date literature is an idea that customer satisfaction leads to customer loyalty and loyalty 
\nleads to willingness to purchase additional products. However, there are practically no papers 
\nquantifying the influence of loyalty on additional products purchases. 
\nThe aim of this paper is to 
\ncreate a model among customer satisfaction, loyalty and 
\nfinancial performance of commercial banks 
\nin the Czech Republic. It is based on our original research realized as a survey with a total of 459 
\nrespondents that have been reached. The created model has proven that product quality, recognition 
\nof customers ́ 
\nfinancial needs and acceptance of prices by a customer have an impact on customer 
\nsatisfaction, which then influences customer loyalty and this in return influences additional purchases 
\npotential of a customer. 
\nThe regression model of relation between customer satisfaction and loyalty of bank customer has this form: CL = 0.01163 + 0.9191 x CS, where: CL – customer loyalty, CS – customer satisfaction. The regression model of relation between customer loyalty and additional 
\npurchases: APP = -0.05667 + 0.5848 x CL, where: APP – additional purchases potential, CL – 
\ncustomer loyalty. At 
\nthe end, the paper is dedicated to a model example showing that if a commercial 
\nbank is able to increase the number of satisfied customers by 10,000, it can obtain additional yearly 
\nincome of EUR 9.6 million.