Best price, best quality or good values? Determinants of loyalty toward co-operative banking

Charlotte Lecuyer (), Mathieu Béal (), Sonia Capelli () and William Sabadie ()
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Charlotte Lecuyer: MAGELLAN - Laboratoire de Recherche Magellan - UJML - Université Jean Moulin - Lyon 3 - Université de Lyon - Institut d'Administration des Entreprises (IAE) - Lyon
Sonia Capelli: MAGELLAN - Laboratoire de Recherche Magellan - UJML - Université Jean Moulin - Lyon 3 - Université de Lyon - Institut d'Administration des Entreprises (IAE) - Lyon
William Sabadie: MAGELLAN - Laboratoire de Recherche Magellan - UJML - Université Jean Moulin - Lyon 3 - Université de Lyon - Institut d'Administration des Entreprises (IAE) - Lyon

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Abstract: In Europe in 2012, co-operative banks totalled 100 million clients (a third of banking customers) and 4 000 local banks, which accounted for half of the amount of credit establishments. Our model questions the importance of two main concepts – perceived performance and perceived Corporate Social Responsibility – on loyalty intents, through the mediating role of relationship quality. A confirmatory study using structural modeling equations was conducted on 498 clients (members and nonmembers) of a co-operative bank. Results indicate that members' loyalty intents are much more explained by service and price performance. They also indicate that relationship quality is more crucial as a mediating variable to determine the loyalty intents of members than it is for non-members.

Keywords: "Corporate Social responsibility"; "perceived performance"; "relationship quality"; "loyalty intent"; "co-operative governance"; "members" (search for similar items in EconPapers)
Date: 2015-05-26
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Published in 44th conference of European Marketing Academy, May 2015, Leuven, Belgium

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-01128773

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