Title: Banks, employees and brand promise delivery: customers' analytical perspective

Authors: Baby Thomas; G. Rajendran

Addresses: Department of Administrative and Financial Sciences, Oman College of Management and Technology, Al Halban, Muscat, Sultanate of Oman ' Department of Management Studies, Anna University, Chennai, 600025, India

Abstract: The study has the purpose of explicating to commercial banks as well as their employees how well, in the revealed perceptions of customers, they have functioned in delivering their brand promises and what lessons they may gain from the study in order that their brand promise deliveries can be even more bettered, in the future. The methodology of quantitative questionnaire survey has been adopted to collect data from 300 customers of 15 commercial banks, state-owned (five), private (five) and foreign (five) banks. A causal modelling or path analysis approach has been used in the analysis of data. The empirical study has confirmed that in the revealed perceptions of the customers interviewed, the banks and their employees have a positive and direct impact on the banks' brand promise delivery and adds originality and value to branding and brand promise delivery research.

Keywords: organisational commitment; organisational citizenship behaviour; customer satisfaction; brand promise delivery; BPD; revealed perceptions; customers; commercial banks; Chennai; India.

DOI: 10.1504/IJBEX.2019.099447

International Journal of Business Excellence, 2019 Vol.18 No.1, pp.42 - 63

Received: 18 Oct 2017
Accepted: 20 Feb 2018
Published online: 06 May 2019 *

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