Influence of Banks’ Corporate Reputation on Organizational Buyers Perceived Value

Corporate reputation helps customers to decide whether to buy services or not when they can’t assess the quality before buying. As the consequence, reputation is especially important for service companies with predominantly intangible offer. Companies having the ability to provide superior service are perceived valuable by customers and therefore have a significant competitive advantage. The assumption is that the perception of the value of organizational buyers is not formed solely on economic criteria. In order to investigate the influence of banks’ corporate reputation on the organizational buyers’ perceived value, research has been conducted in Bosnia and Herzegovina (B&H), on the sample of 104 companies from different B&H industries. Main conclusion of the research was that influence of banks’ corporate reputation on organizational buyers’ perceived value is positive and significant. In line with research results it means that banks should necessary keep in mind customer perceived value phenomenon, but also corporate reputation, its management and permanent improvements.