Abstract
A critical measure largely neglected in previous loyalty studies is the customer’s “share of wallet? (SOW). This study, based on 1,924 retail banking customers, suggests that about 24% of the variance in customer loyalty in terms of actual behaviour can be predicted, in particular by demographic factors such as age, cultural background, income and gender. Switching costs were also found to be a key predictor in this business, where high exit barriers generate spurious loyalty. While overall satisfaction, affective attitude and the five SERVQUAL dimensions are generally strong predictors of behavioural intentions, they were not significantly associated with SOW in this study. Implications for bankers and researchers are discussed.
| Original language | English |
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| Title of host publication | Proceedings of the 48th annual meeting of the Academy of International Business - "From the silk road to global networks" |
| Place of Publication | East Lansing, MI |
| Publisher | Academy of International Business |
| Number of pages | 1 |
| Publication status | Published - 2006 |
| Event | 48th Annual Meeting of the Academy of International Business - Beijing, China Duration: 23 Jun 2006 → 26 Jun 2006 |
Conference
| Conference | 48th Annual Meeting of the Academy of International Business |
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| City | Beijing, China |
| Period | 23/06/06 → 26/06/06 |
Keywords
- consumer behaviour
- banks and banking