Identifying Customer Loyalty Supporting Factors in the Retail Banking Context: An Empirical Examination |
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| Authors: | Shakti Bodh Bhatnagar Asif Ali Syed Jitendra Kumar Mishra |
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| Affiliation: | 1. Aligarh Muslim University, Aligarh, India;2. Department of Business Administration, Aligarh Muslim University, Aligarh, India;3. MATS Institute of Management and Entrepreneurship, Bangalore, India |
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| 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. |
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| Keywords: | customer loyalty loyalty loyalty-supporting factors retail banking |
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