The moderating role of high- and low-involvement product types on customer loyalty and satisfaction in banking: an Australian perspective

What is it about?

Th is research shows that a customers loyalty is dependent on what type of products they use. Additionally we confirmed that customer satisfaction is still the most important factor in a consumers’ loyalty and that service quality is essential to develop customer satisfaction. The study suggests that banks should continuously investigate how customers are making their decisions and how certain product types affect these decisions potentially just as importantly as the brand.

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