Beyond satisfaction

Customer attachment to retail banks

Abdullah Aldlaigan*, Francis Buttle

*Corresponding author for this work

Research output: Contribution to journalReview article

55 Citations (Scopus)

Abstract

Purpose - This research paper seeks to investigate the different types of attachment that customers develop towards retail banks. Design/methodology/ approach - The approach blends literature reviews, in addition to qualitative and quantitative methods. The primary research programme analyses data from seven focus groups, 39 one-on-one interviews and 1,058 individual consumer questionnaires. Findings - Identifies three forms of positive attachment, based on three different foundations: the credibility of the organisation, compatibility between the values of the organisation and those of the consumer, and interpersonal or relational considerations. Presents a statistically valid and reliable scale that can be used to measure these three forms of attachment. Also identifies other forms of customer-bank attachment grounded on less positive associations, including inertia and alienation. Originality/value - The scale can be used to identify customer-organisational attachment profiles that transcend or complement customer satisfaction, and provide a basis for relationship longevity.

Original languageEnglish
Pages (from-to)349-359
Number of pages11
JournalInternational Journal of Bank Marketing
Volume23
Issue number4
DOIs
Publication statusPublished - 2005

Keywords

  • Banking
  • Customer relations
  • Service industries
  • United Kingdom

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