The influence of overall satisfaction and trust on customer loyalty
Additional contact information
Simona-Mihaela Trif: West University of Timișoara, România
Management & Marketing, 2013, vol. 8, issue 1
A number of researchers have reported the positive benefits of creating and maintaining customer loyalty. This study tries to clarify the concept of loyalty and examines the influence of two relationship marketing concepts, namely overall customer satisfaction and customer trust on customer loyalty in the banking sector in Romania. Business customers in Romania were surveyed using a questionnaire administered via email. A total of 78 firms provided the date for the empirical study. Structural equation modeling (SEM) was used in order to test the model fit and estimate the hypothesized relationships. The results of the empirical study show that overall customer satisfaction and customer trust are significantly related to both dimensions of loyalty, namely customer’s behavioral and attitudinal loyalty. Our findings also reveal that overall customer satisfaction and customer trust are positively and strongly associated. This study reinforces the importance of customer loyalty as a source of sustainable competitive advantage that secures banks with a stable position in the banking sector over time. This paper also presents the limitations of this research, discusses the implication of this study and provides directions for future research.
Keywords: relationship marketing; behavioral loyalty; attitudinal loyalty; overall satisfaction; trust; business-tobusiness; SEM. (search for similar items in EconPapers)
References: Add references at CitEc
Citations View citations in EconPapers (1) Track citations by RSS feed
Downloads: (external link)
This item may be available elsewhere in EconPapers: Search for items with the same title.
Export reference: BibTeX
RIS (EndNote, ProCite, RefMan)
Persistent link: https://EconPapers.repec.org/RePEc:eph:journl:v:8:y:2013:i:1:n:7
Access Statistics for this article
Management & Marketing is currently edited by Constantin Bratianu
More articles in Management & Marketing from Economic Publishing House
Series data maintained by Simona Vasilache ().