The role of bank image for customers versus non‐customers

Purpose The purpose of this paper is to analyse the corporate image of financial institutions and its impact on consumer behaviour. More specifically, it aims to focus on the differences between customers and non‐customers of banking institutions. Design/methodology/approach Data were collected through five questionnaires involving five major Spanish commercial banks. The questionnaires were answered by 450 individuals and SEM methodology was used to test the hypotheses of the study. Findings Corporate image of commercial banks includes dimensions related to the services offered, accessibility, corporate social responsibility, global impression, location and personnel. Two alternative models were validated for customers and non‐customers to explain how corporate associations influence intention to use the bank's services. For the case of current customers, satisfaction is a key mediating variable. Research limitations/implications The study is focused on national commercial banks and corporate image of individuals. Different stakeholders like employees can hold a different corporate image. Moreover, the paper only considers intention to use as a dependant variable. Practical implications The effect of corporate associations on purchase intentions depends on the specific type of associations and may be mediated through satisfaction. Results thus indicate that firms have to use different marketing strategies when considering the individuals' previous experience. Originality/value The paper extends previous research by showing the specific effect of corporate associations on intention to use the bank's services. It proposes two alternative models for explaining responses of both customers and non‐customers.