Consumer Behaviour & Bendigo Bank

Executive Summary

Customer satisfaction and customer loyalty go hand in hand with generating greater company

profits which ultimately results in a greater shareholder return. This report discusses and evaluates

the marketing sector of "Consumer Behaviour" and how it directly correlates to the marketing

objectives of Bendigo Bank.

The research undertaken yielded the result that Banks were not so much affected by the initial

purchase process of the consumer but far more by the retaining and future business of the customer

as this is the easiest and greatest way to increase profits. It is demonstrated that the greatest

importance to a Bendigo Bank is in fact customer satisfaction and loyalty, it is also shown that

customer satisfaction does not directly correlate into loyalty, but that there are in fact many aspects

of customer loyalty that must be attended to in order to achieve the desired result of a retained

customer.

This suggests that Bendigo Bank management should initiate policies and procedures that are

current customer focused and are aimed at not only satisfying customer needs but also at creating a

loyal customer.

Table of Contents

Executive Summary ................................................................................................................................. i

1 Introduction ................................................................................................................................... 1

2 Consumer Behaviour ....................................................................................................................... 2

3 Managerial Implications .................................................................................................................. 5

3.1 Customer Satisfaction ............................................................................................................. 5

3.2 Perceived Service Quality ........................................................................................................ 5

3.3 Service Attributes .................................................................................................................... 5

3.4 Corporate Image .....................................................................................................................