Corporate customer behaviour towards financial services: empirical results from the emerging market of Greece

Examines issues related to the behaviour of corporate customers towards financial services in Greece. Deviates from the customary empirical approaches concerning customer satisfaction and loyalty issues since it is considered that banking, at the corporate level, entails issues that cannot be depicted into customer disconfirmation studies. Proposes a framework of analysis that draws on the assumption that corporate customers select their banking relationship on a product by product case. Furthermore, there is differentiation between the dominant criteria of bank selection with price not exhibiting the expected widespread dominance over other types of selection criteria. The empirical analysis was based on a sample of 468 Greek enterprises drawn from a population of the 2,197 largest and profitable Greek enterprises in Greece. Using methodologies of multidimensional scaling, MANOVA and multivariate discriminant analysis the study has shown that the extent to which individual firms are captured in global banking relationships can be explained.