Title: Identifying Customer Loyalty Supporting Factors in the Retail Banking Context: An Empirical Examination.
Authors: Bhatnagar, Shakti Bodh; Syed, Asif Ali; Mishra, Jitendra Kumar
Abstract: This article aims to identify factors which support customer loyalty, either through dedication or by imposing constraints, and subsequently empirically analyzes the relationship between identified factors and the attitudinal and behavioral component of loyalty in the context of retail banking. Data collected from a sample of 293 retail banking customers have been analyzed through structural equation modeling. The study results suggested two constraint promoting factors and one dedication promoting factor which supported loyalty. The study contributes to knowledge by empirically testing the qualitative model and coming out with empirically proven dedication-promoting and constraint-promoting loyalty supporting factors.
Subjects: NORTH America; CUSTOMER loyalty; RETAIL banking; CONSUMER behavior; ECONOMIC competition
Publication: Journal of Relationship Marketing, 2017, Vol 16, Issue 3, p197
ISSN: 1533-2667
Publication type: Academic Journal
DOI: 10.1080/15332667.2017.1349556

Identifying Customer Loyalty Supporting Factors in the Retail Banking Context: An Empirical Examination.

Bhatnagar, Shakti Bodh; Syed, Asif Ali; Mishra, Jitendra Kumar