Investigating drivers of bank loyalty: the complex relationship between image, service quality and satisfaction

Josée Bloemer (Associate Professor of Marketing, Department of Applied Economics, Limburg University Centre, Diepenbeek, Belgium)
Ko de Ruyter (Associate Professor of Marketing, Faculty of Economics and Business Administration, Maastricht University, Maastricht, The Netherlands)
Pascal Peeters (Research Assistant, Faculty of Economics and Business Administration, Maastricht University, Maastricht, The Netherlands)

International Journal of Bank Marketing

ISSN: 0265-2323

Publication date: 1 December 1998

Abstract

This article investigates how image, perceived service quality and satisfaction determine loyalty in a retail bank setting at the global construct level, as well as the level of construct dimensions. At the global level the results of a large‐scale empirical study reveal that image is indirectly related to bank loyalty via perceived quality. In turn, service quality is both directly and indirectly related to bank loyalty via satisfaction. The latter has a direct effect on bank loyalty. At the level of the dimensions underlying aforementioned constructs, it becomes clear that reliability (a quality dimension) and position in the market (an image dimension) are relatively important drivers of retail bank loyalty.

Keywords

Citation

Bloemer, J., de Ruyter, K. and Peeters, P. (1998), "Investigating drivers of bank loyalty: the complex relationship between image, service quality and satisfaction", International Journal of Bank Marketing, Vol. 16 No. 7, pp. 276-286. https://doi.org/10.1108/02652329810245984

Publisher

:

MCB UP Ltd

Copyright © 1998, MCB UP Limited

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