Abstract
A critical measure largely neglected in previous bank loyalty studies is the customer's "share of wallet" (SOW). This study, based on 1,951 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, income and gender. Affective attitude and confidence in judgement of the financial services market were also found to be significant predictors of SOW. On the other hand, overall satisfaction and the five SERVQUAL dimensions, that are generally strong predictors of behavioural intentions, were not significantly associated with SOW in the multivariate analysis of this study. Implications for bankers and researchers are discussed.
| Original language | English |
|---|---|
| Title of host publication | Academy of Marketing conference 2006 |
| Subtitle of host publication | marketing excellence |
| Publisher | Middlesex University Business School |
| Pages | 1-12 |
| Number of pages | 12 |
| Publication status | Published - 2006 |
| Event | Academy of Marketing Conference (2006) - London Duration: 4 Jul 2006 → 6 Jul 2006 |
Conference
| Conference | Academy of Marketing Conference (2006) |
|---|---|
| City | London |
| Period | 4/07/06 → 6/07/06 |
Keywords
- share of wallet
- customer loyalty
- retail banking
- deposits
- savings
- investments