Antecedents of brand loyalty in South African retail banking

Mokgadi Cleopatra Taoana (), Emmanuel Silva Quaye () and Russell Abratt ()
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Mokgadi Cleopatra Taoana: University of the Witwatersrand
Emmanuel Silva Quaye: University of the Witwatersrand
Russell Abratt: George Mason University

Journal of Financial Services Marketing, 2022, vol. 27, issue 2, No 1, 65-80

Abstract: Abstract With new banks entering the South African market and consumers generally not satisfied with their current bank, brand loyalty in the banking sector is receiving greater attention. A gap in the literature exists regarding the issues of bank loyalty and their antecedents in South African retail banking because of the few studies available in the South African context, the new competitive environment in the banking sector, the multi-cultural nature of the market, and the likely switching behaviour by customers. The South African context is a multi-cultural environment and therefore offers a unique background as most previous brand loyalty studies have been in mono-cultural contexts. The purpose of this study was to investigate the antecedents of brand loyalty, including satisfaction, brand relationship quality, customer advocacy, and brand trust in retail banking. We report on a survey of 351 banking customers through SEM using AMOS. While the findings are generally supportive of previous studies, some surprising results are discussed and implications for both theory and practice are highlighted.

Keywords: Brand loyalty; Retail banking; Brand relationship quality; Customer advocacy; Brand trust; Service industry (search for similar items in EconPapers)
Date: 2022
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Citations: View citations in EconPapers (3)

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DOI: 10.1057/s41264-021-00111-2

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