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Customer Loyalty as a Construct in the Marketing of Banking Services

Arun K. Jain (State University of New York at Buffalo, INSEAD)
Christian Pinson (European Institute of Business Administration, Fontainebleau)
Naresh K. Malhotra (Georgia Institute of Technology)

International Journal of Bank Marketing

ISSN: 0265-2323

Article publication date: 1 March 1987

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Abstract

The usefulness of loyalty as a construct for understanding and analysing the market for banking services is here discussed. Using empirical data, the socio‐demographic, attitudinal and behavioural characteristics of loyal versus non‐loyal bank patrons are described. Bank loyalty can be measured and is useful in explaining differences in banking skills, expected benefits and attitudes towards banks and level of utilisation of banking services.

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Citation

Jain, A.K., Pinson, C. and Malhotra, N.K. (1987), "Customer Loyalty as a Construct in the Marketing of Banking Services", International Journal of Bank Marketing, Vol. 5 No. 3, pp. 49-72. https://doi.org/10.1108/eb010811

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MCB UP Ltd

Copyright © 1987, MCB UP Limited