Best price, best quality or good values? Determinants of loyalty toward co-operative banking
Résumé
In Europe in 2012, co-operative banks totalled 100 million clients (a third of banking customers) and 4 000 local banks, which accounted for half of the amount of credit establishments. Our model questions the importance of two main concepts – perceived performance and perceived Corporate Social Responsibility – on loyalty intents, through the mediating role of relationship quality. A confirmatory study using structural modeling equations was conducted on 498 clients (members and nonmembers) of a co-operative bank. Results indicate that members’ loyalty intents are much more explained by service and price performance. They also indicate that relationship quality is more crucial as a mediating variable to determine the loyalty
intents of members than it is for non-members.
Loading...