An explanatory study of predictive factors of customer retention with Cypriot retail banks

Maria Georgiou, Sofia Daskou, Michailina Siakalli and Athanasios Anastasiou

International Journal of Economics and Business Research, 2024, vol. 27, issue 1, 127-150

Abstract: This paper aims to investigate the impact of relational constructs on the intention of Cypriot retail banking customers to sustain a loyal banking custom. It aims to identify factors that repress switching behaviour or positively influence customers to stay with their current banking provider. The study's conceptual underpinning is based on seven relational constructs that deter customer switching intention and lead to customer retention, namely: satisfaction, affective commitment, continuance commitment, normative commitment, attitudinal loyalty, behavioural loyalty, and trust. An online survey based on self-completed questionnaires was used in the vicinity of Cyprus. The data analysis revealed that affective commitment and attitudinal loyalty are important motivators for customers to stay with their current banking providers. Behavioural loyalty and continuance commitment were not found to be significant predictors of staying. In conclusion, attitudinal bonds and affective commitment seem to matter more in staying with a bank than switching costs, habitual purchasing and trust.

Keywords: staying intention; relational constructs; switching; satisfaction; loyalty; commitment; trust. (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:ids:ijecbr:v:27:y:2024:i:1:p:127-150

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