Determinants of customer loyalty and share of wallet in retail banking

Suzan Burton, Chris Baumann, Greg Elliott

Research output: Contribution to journalArticle


Previous research has investigated the determinants and consequences of customer loyalty, but, in banking, a critical measure largely neglected in previous studies is the customer's 'share of wallet'. This study, based on a survey of 1,924 retail banking customers, suggests that a large proportion of the variance in stated behavioural intentions can be predicted, in particular, by customers' attitude measures. More importantly, the study shows that a substantial amount of the variance in share of wallet can be predicted, allowing banks to identify and focus on customer segments where there is most potential for growth. In recognition of the fact that dissatisfied customers are a distinct segment, the study models actual behaviour in terms of share of wallet for dissatisfied customers. Implications for research and for business are discussed.
Original languageEnglish
Pages (from-to)231-248
Number of pages18
JournalJournal of Financial Services Marketing
Issue number3
Publication statusPublished - 2005


  • customer relations
  • e-business
  • virtual organisations
  • financial brokers
  • financial engineering
  • insurance
  • intermediation
  • knowledge management
  • marketing strategy
  • pensions
  • services quality

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