Building customer loyalty in retail banking: a serial-mediation approach

Pai, Yogesh P and Prabhu, Nandan K. P and Kamath, Pallavi R (2019) Building customer loyalty in retail banking: a serial-mediation approach. International Journal of Bank Marketing, 38 (2). pp. 456-484. ISSN 02652323

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Purpose – The purpose of this paper is to advance research on the relationship between customer experience and customer loyalty by exploring the serially mediating roles of brand equity and customer satisfaction and the moderating roles of age, gender, education and family income in the retail banking industry.Design/methodology/approach – A total of 500 responses of retail banking customers were used to test the model using the partial least squares structural equation modeling approach. Advanced statistical techniques, such as importance-performance map analysis and a joint application of FIMIX-PLS and PLS-POS, were used to gain new insights.

Item Type: Article
Uncontrolled Keywords: Brand equity, Customer experience, Retail banking, Customer satisfaction, Customer loyalty, Serial-mediation
Subjects: Management > MIM Manipal
Depositing User: MIM User
Date Deposited: 25 Sep 2020 09:36
Last Modified: 25 Sep 2020 09:36

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