Influence of Leasing Company Image on the Leasing Package Sales
The goal of the paper is to analyze the influence of leasing company image on the volume of sales of leasing service. The paper points to the significance of a company image in modern business, where image gains an extreme significance in buyer’s final decision-making on accepting leasing services. In general, leasing services have characteristics similar to other kinds of services. They are distinguished by providing a solution for financing problems when acquiring fixed assets. In the stage of shortage of ready monetary resources, companies can acquire the needed asset without major engagement of working capital. A sale of leasing service is typically made through an indirect sales channel. Buyers decide for one or another leasing type. The goal of the paper is to answer the question as to what extent the image of a company that offers leasing services influences sales of these services in using indirect or direct sales channel. The study used primary research in leasing service users. A scientific analysis will establish which factors influence the growth of leasing service image and to what degree they do so.
Leasing service, image, image factors, image management, leasing service sale
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