THE INFLUENCE OF MARKETING IN CONSUMER'S LOYALTY: THE CASE OF SPANISH BANKING SECTOR FROM ENTITY AND CUSTOMER APPROACHES

The Spanish case is a paradigmatic example in a worldwide level of the destruction of customers' confidence regarding their financial institutions. But not all the institutions have suffered the same erosion of the confidence, as it shows the different perception that exists towards banks and saving institutions. This work is a first approach that tries to demonstrate that those financial entities with a higher market orientation are the same entities that have been able to generate a greater confidence between its customers, a better quality of the relation with its users, and it has allowed it to achieve some more positive results (or less negative). Greater market orientation financial institutions develop in greater degree its capacities of marketing and its dynamic capacities. These actions generate a greater confidence in its customers, direct as indirectly through an increase of the satisfaction. As a consequence, the customer feels greater commitment with the entity (greater loyalty), which drives to some upper results in terms of quota of market and business' results. In order to contrast our main purpose, we propose a starting model that supposes that for a higher market orientation, the financial institution develops in a greater degree its marketing and dynamic capacities. These actions generate a greater confidence in its customers, as direct as indirectly through a satisfaction's increase. Consequently, the customer feels greater commitment with the entity, which comports some upper results in terms of quota of market and business' figures. The development of the present research comports, firstly, to delimit and conceptualize central variables from financial entity's optic as well as from consumer's one. It will allow us to explain customers' confidence in mentioned entities. Secondly, a fieldwork will be implemented that will allow us building two related databases (customers with regard to entities) that will be a representative of populations which are object of study. It will let us carrying out an exhaustive analysis of the data: one based in marketing factors that have influenced in financial entities' obtained results and the other one based in antecedents factors that from the customer's point of view contributes to generate customer's confidence and loyalty to its financial entity. Finally, it will allow us to analyse the existent relation between marketing factors contemplated from company's optic and factors that from customer's optic are associated with confidence and loyalty of the customer.