The effect of digital design in retail banking on customers’ commitment and loyalty: The mediating role of positive affect

Sabine Reydet () and Laurence Carsana ()
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Sabine Reydet: CERAG - Centre d'études et de recherches appliquées à la gestion - UGA [2016-2019] - Université Grenoble Alpes [2016-2019]
Laurence Carsana: CERAG - Centre d'études et de recherches appliquées à la gestion - UGA [2016-2019] - Université Grenoble Alpes [2016-2019], UGA IAE - Université Grenoble Alpes - Institut d'Administration des Entreprises - UGA [2016-2019] - Université Grenoble Alpes [2016-2019]

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Abstract: Facing an exodus of customers, some banks want to propose a new customer experience in their branches, notably with digital proposals to enhance positive affective reactions. This article studies the influence of digital design factors and the mediating effect of positive affect on two important relationship marketing outcomes: customer commitment and loyalty. This approach is quite innovative because research on the impact of atmospheric factors, and especially design cues, is quite unusual in retail banking sector. The results show that digital factors have a direct effect on positive affect but no direct influence on attitudinal loyalty or commitment. Positive affect has a mediating role between digital displays and these outcomes.

Keywords: Affect; Bank retail; Digital design; Commitment Loyalty (search for similar items in EconPapers)
Date: 2017-07
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Citations: View citations in EconPapers (11)

Published in Journal of retailing and consumer services, 2017, 37, pp.132-138. ⟨10.1016/j.jretconser.2017.04.003⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01984662

DOI: 10.1016/j.jretconser.2017.04.003

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