Towards achieving strong customer loyalty in the financial services industry : Ghanaian top banks’ customers as a test case

Abstract

PURPOSE : The purpose of this paper is to develop a better understanding of the practical matter of customer loyalty (CLOY) in the banking industry context. As such, this paper explores, in detail, the antecedent factors to building strong CLOY. More specifically the focus is on the constructs of customer care (CARE), product/service offerings appeal (PSOA), customer satisfaction (CSAT) and brand trust (TRUS). DESIGN/METHODOLOGY/APPRAOCH : This work relies purely on a positivist research paradigm. In doing so, structured questionnaires were administered to research subjects. For statistical processing, the PLS-SEM technique was deemed appropriate. FINDINGS : The two biggest takeaways of this work are the findings about the indirect influence of PSOA and CARE on CLOY. This paper reveals the relations to be sequentially mediated by CSAT and TRUS. Besides, data support the mediating effect of CSAT on CARE-TRUS link, as well as the mediation of TRUS on CSAT-CLOY link. Other findings indicate PSOA and CARE are key determinants of CSAT, CARE is also a key determinant of TRUS. RESEARCH LIMITATIONS/IMPLICATIONS : There are limits that come with the present analysis. One of the major limits is in the fact that it was conducted in a single country’s setting, thus limiting the generalizability of the research findings. As a result, this research report merits to be adequately scrutinized in differing financial landscapes. Finally, the broader implication of this research is that the road toward achieving strong CLOY is far more complex than previously imagined. PRACTICAL IMPLICATIONS : To generate sustained CLOY, a solid starting point for bank products managers in particular is to design more attractive products for their target audiences. Meanwhile, the special role of quality CARE cannot be overstated (enough), and so managers should allocate more resources in this area. In sum, this study encourages financial services managers to continue to pay greater attention to critical dimensions related to CLOY, such as PSOA, CARE, CSAT and TRUS. ORIGINALITY/VALUE : The present analysis provides a clearer explanation of how the above-mentioned constructs are interconnected together. By using top Ghanaian banks’ customers as a test case for the research, the authors are helping to develop a more balanced approach to achieving sustained CLOY. Finally, the value of this work rests in the complex relations studied.