What is it about?
The purpose of this paper is to analyze customer loyalty in the context of existing relationships between Brazilian banking service provider and its customers in the context of B2C (Business-to-Consumer) relationships. Hence, a theoretical model was proposed and tested with banking services private individual customers taking into account perceived value, service provider reputation, financial bonding tactics, structural bonding tactics, social bonding tactics and switching costs as customer loyalty determinants. A multivariate statistical approach with structural equations modeling was used in a 505 customer sample of the one prominent bank in Brazil.
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Why is it important?
Results indicate that the proposed theoretical model confirming a satisfactory fit, presenting a good explanatory power (R2=0.738) and supporting that perceived value influences the service provider reputation; financial bonding tactics, structural bonding tactics and social bonding tactics influence perceived value; service provider reputation influences switching costs; switching costs influence customer loyalty and the social bonding tactics influence customer loyalty.
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This page is a summary of: Determinants of customer loyalty: a study with customers of a Brazilian bank, Benchmarking An International Journal, November 2018, Emerald, DOI: 10.1108/bij-08-2017-0231.
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