The influence of hyper-personalisation in the banking sector on client trust and loyalty towards the bank’s brand

Abstract

Hyper-personalisation is an advanced form of personalisation that has transformed how organisations build long-term client relationships. It tailors products, services, and communications to the unique needs of clients using cutting-edge technology, such as artificial intelligence, to leverage real-time data and create customised experiences. While this remarkable capability has the potential to enhance clients' trust and loyalty to a brand, it is crucial to manage associated pitfalls, such as data privacy, transparency, and ethical considerations. These aspects are fundamental to the technology acceptance model and can significantly impact long-term client-brand relationships. The study was exploratory in nature and employed a quantitative survey approach to determine the influence of hyper-personalisation on clients' trust in their bank and their loyalty to the bank's brand. Electronic self-administered surveys were distributed to bank clients to gauge their perceptions and understanding of hyper-personalisation. Descriptive and regression analyses were performed, allowing for meaningful inferences to be drawn. The results indicated that clients have positive perceptions of hyper-personalisation, and linear relationships exist between hyper-personalisation, trust, and loyalty. Interestingly, a better understanding of hyper-personalisation did not moderate the relationship between clients' trust and loyalty to the bank’s brand. Overall, the benefits of hyper-personalisation do influence trust and loyalty, ultimately contributing to client retention.