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Investigating drivers of bank loyalty: the complex relationship between image, service quality and
satisfaction
Josée Bloemer, Ko de Ruyter, Pascal Peeters,
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To cite this document:
Josée Bloemer, Ko de Ruyter, Pascal Peeters, (1998) "Investigating drivers of bank loyalty: the complex relationship
between image, service quality and satisfaction", International Journal of Bank Marketing, Vol. 16 Issue: 7, pp.276-286,
https://doi.org/10.1108/02652329810245984
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This article investigates how this article we address this issue. We propose
image, perceived service Introduction a model that describes the relationship
quality and satisfaction deter- During the past decade, the financial services between service quality, satisfaction with a
mine loyalty in a retail bank sector has undergone drastic changes, result- bank and loyalty, taking into account the
setting at the global construct ing in a market place which is characterised effect of the image that a bank has in the
level, as well as the level of by intense competition, little growth in pri- market.
construct dimensions. At the mary demand and increased deregulation. In Our article unfolds as follows. First of all,
global level the results of a the new market place, the occurrence of com- we offer a brief outline of the construct of
large-scale empirical study mitted and often inherited relationships loyalty. Next, we will differentiate conceptu-
reveal that image is indirectly between a customer and his or her bank is ally between service quality and satisfaction
related to bank loyalty via becoming increasingly scarce (Levesque and as determinants of customer loyalty. Subse-
perceived quality. In turn, McDougall, 1996). Several strategies have quently, we will introduce the construct of
service quality is both directly been attempted to retain customers. In order image and focus on the relationship between
and indirectly related to bank to increase customer loyalty, many banks image, satisfaction, service quality and loy-
loyalty via satisfaction. The have introduced innovative products and alty by formulating a set of formal hypothe-
latter has a direct effect on services (Meidan, 1996). However, as such ses. After dealing with the conceptual issues,
bank loyalty. At the level of innovations are frequently followed by simi- we will discuss the results of an empirical
the dimensions underlying lar charges, it has been argued that a more study that was undertaken to test our
aforementioned constructs, it viable approach for banks is to focus on less research hypotheses for the setting of retail
becomes clear that reliability tangible and less easy-to-imitate determi- banking. In conclusion, we will address the
(a quality dimension) and nants of customer loyalty such as customer theoretical as well as the managerial implica-
position in the market (an evaluative judgements like service quality tions of our findings on the relationship
image dimension) are rela- and satisfaction (Worcester, 1997; Yavas and between image, service quality, satisfaction
tively important drivers of Shemwell, 1996). Surprisingly, however, while and loyalty.
retail bank loyalty. there has been a large number of studies that
focused on service quality and satisfaction
issues (Lewis, 1993), research on the relation- Service loyalty
ship between satisfaction, service quality and Research into customer loyalty has focused
loyalty in retail banking has remained lim- primarily on product-related or brand loyalty,
ited. Yet, in the present environment of whereas loyalty to service organisations has
increased competition with rapid market remained underexposed (Gremler and
entry of new service concepts and formats, Brown, 1996). Frequently, a high positive
the challenge of increasing loyalty also pre- correlation between the constructs of satis-
sents a challenge of a more in-depth under- faction and quality and product loyalty is
standing of the complex relationship between reported. Likewise, with regards to service
aforementioned types of customer evaluative loyalty, perceived service quality as well as
judgements and loyalty. satisfaction have been identified as key
In addition, there is some evidence that antecedents in banking as well as in other
loyalty may also be determined by image service industries (Dick and Basu, 1994;
(Mazursky and Jacoby, 1986; Murphy, 1996; Lewis, 1993). However, there are a number of
International Journal of
Osman, 1993). Again, it has remained unclear reasons why findings in the field of product
Bank Marketing whether there is a direct relationship loyalty cannot be generalised to service loy-
16/7 [1998] 276–286 between image and loyalty or whether this alty and more research into specific service
© MCB University Press relationship is mediated by, for instance, sectors is needed (Gremler and Brown, 1996;
[ISSN 0265-2323] Keaveney, 1995). Service loyalty is more
satisfaction and perceived service quality. In
[ 276 ]
Josée Bloemer, Ko de Ruyter dependent on the development of interper- the concept of commitment plays a central
and Pascal Peeters sonal relationships as opposed to loyalty with role (Morgan and Hunt, 1994; Shemwell et al.,
Investigating drivers of bank tangible products (Berry, 1983), for person-to- 1994). Commitment in service provider-cus-
loyalty: the complex person interactions form an essential ele- tomer relationships has been defined as “an
relationship between image,
service quality and ment in the marketing of services (Crosby et implicit or explicit pledge of relational conti-
satisfaction al., 1990; Czepiel 1990; Czepiel and Gilmore, nuity between exchange partners” (Dwyer et
International Journal of 1987; Surprenant and Solomon, 1987). Fur- al., 1987, p. 19). Likewise, Moorman et al.
Bank Marketing thermore, the influence of perceived risk is (1992) define commitment as an enduring
16/7 [1998] 276–286 greater in the case of services, as customer desire to maintain a valued relationship.
loyalty may act as a barrier to customer Parties identify commitment among
switching behaviour (Guiltinan, 1989; Klem- exchange partners as key to achieving valu-
perer, 1987; Zeithaml, 1981). Indeed, it has able outcomes for themselves, and they
been demonstrated that loyalty is more preva- endeavour to develop and maintain this pre-
lent among service customers than among cious attribute in their relationship (Morgan
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customers of tangible products (Snyder, 1986). and Hunt, 1994). We propose that bank com-
In the services context, intangible attributes mitment is a necessary condition for bank
such as reliability and confidence may play a loyalty to occur. In case of absence of bank
major role in building or maintaining loyalty commitment, a patron to a bank is merely
(Dick and Basu, 1994). spuriously loyal, i.e. repeat visiting behav-
As most research originated from the field iour is directed by inertia (Dick and Basu,
of packaged consumer goods (Jacoby and 1994).
Chestnut, 1978), a strong emphasis has been We define bank commitment as: the pledg-
on behavioural measures. In a services con- ing or binding of an individual to his/her
text, loyalty is frequently defined as observed bank choice (Kiesler, 1968; Lastovicka and
behaviour (Liljander and Strandvik, 1995). Gardner, 1977). As a result of explicit and
Meidan (1996, p. 31) argues that the degree of extensive decision-making, as well as evalua-
loyalty in banking can be gauged by “track- tive processes, a consumer becomes commit-
ing customer’s accounts over a defined time ted to the bank and therefore, by definition,
period and noting the degree of continuity in becomes bank loyal. When the decision-mak-
patronage”. However, behavioural measures, ing and evaluative processes are not explicit
such as repeat purchasing or visiting and very limited, the consumer will not
sequence, have been criticised for a lack of a become committed to the bank and cannot be
conceptual basis and for having a narrow, i.e. bank loyal. Consumers whose patronage is
outcome-focused, view of what is in fact a not based on bank loyalty may exhibit an
dynamic process (Day, 1969). For instance, a attachment to bank attributes and can easily
low degree of repeat purchasing of a particu- be lured away by competitors through, for
lar service may very well be the result of instance, pricing strategies. In our view, the
situational factors such as non-availability, level of consumer commitment can differ
variety seeking and lack of provider prefer- considerably. Therefore, we assume there is a
ence. Therefore, the behavioural approach to continuum of bank loyalty. At one end of the
loyalty may not yield a comprehensive continuum, one finds true bank loyalty; the
insight into the underlying reasons for loy- repeat visiting behaviour based on a maxi-
alty, instead it is a consumer’s disposition in mum amount of commitment. At the other
terms of preferences or intentions that plays end of the continuum, one finds spurious
an important role in determining loyalty bank loyalty; the repeat visiting of the bank
(Bloemer and Kasper, 1995; Jain et al., 1987).
not based on any commitment at all. In this
Furthermore, repeat purchasing behaviour
way, bank commitment enables us to define a
may not even be based on a preferential dispo-
degree of bank loyalty.
sition but on various bonds that act as switch-
As mentioned above, service quality and
ing barriers to consumers (Liljander and
satisfaction have both been advanced as
Strandvik, 1995). We define bank loyalty as:
antecedents of service loyalty. Therefore, in
the biased (i.e. non random) behavioural
the next section we will zoom in on these
response (i.e. revisit), expressed over time, by
concepts and the relationship between them.
some decision-making unit with respect to
one bank out of a set of banks, which is a
function of psychological (decision-making
Service quality and satisfaction
and evaluative) processes resulting in brand
commitment. In most models of client evaluations of retail
This definition is based on Jacoby and banking services the focus has been on a
Chestnut (1978). The critical part of our defin- comparative judgement of expectations
ition of bank loyalty is bank commitment. In versus perceived performance resulting in
theories of interorganisational relationships the two major evaluative judgements of
[ 277 ]
Josée Bloemer, Ko de Ruyter perceived service quality and client satisfac-
and Pascal Peeters tion (Murphy, 1996; Smith, 1992). Both con- The relationship between
Investigating drivers of bank cepts have been frequently used and mea-
image, quality, satisfaction and
loyalty: the complex
sured in the retail banking services area
loyalty
relationship between image,
service quality and (Lewis, 1993; Lewis and Mitchell, 1990; Smith, It has been suggested recently that retail
satisfaction 1992). However, it has been argued that prob- banking has been suffering from an identity
International Journal of lems of definition, delineation and conceptu- crisis and that image research studies should
Bank Marketing alisation concerning these evaluative judge- be undertaken with the objective of providing
16/7 [1998] 276–286 information that is as strategically important
ments still exist (De Ruyter et al., 1997). Much
of the confusion arises from the fact that both as financial performance data (Worcester,
forms of evaluative judgements are based on 1997). A favourable image is viewed as a criti-
comparable underlying constructs. Clients cal aspect of a company’s ability to maintain
form expectations prior to their encounter its market position, as image has been related
to core aspects of organisational success such
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[ 280 ]
Josée Bloemer, Ko de Ruyter different dimensions of image and quality. In driven, position in the market, society-driven
and Pascal Peeters each of the factor analyses, the number of and prices.
Investigating drivers of bank factors retained were those with eigenvalues The results of the factor analysis for the
loyalty: the complex greater than 1. The results of those factor quality items are shown in Table VI.
relationship between image,
service quality and analysis for the image items are shown in The overall pattern of rotated factor load-
satisfaction Table V. ings suggested a seven-dimensional solution,
International Journal of The overall pattern of rotated factor load- accounting for 58.7 per cent of variance
Bank Marketing ings suggested a six-dimensional solution, extracted. The factors found could be called
16/7 [1998] 276–286 accounting for 63.8 per cent of variance reliability, empathy, efficiency, interest rates,
extracted. We labelled the factors as follow- procedures, expertise and access to money.
ing: customer contacts, advice, relationship Next, we used again multivariate regres-
sion analysis to gain additional insight into
the data in terms of the importance of the
Figure 1 different image and quality dimensions in
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Model based on ordinary multivariate least squares analyses relation to loyalty. According to the outcome
of the factor analysis we specify a new model
to test the relationship between loyalty, satis-
faction, quality and image dimensions. On
QUA β = .38 the basis of factor analyses we are now able to
β = .59
zoom in on the relationships between deter-
minants of loyalty.
β = .55 LOY
IM LOY = b0 + b1 * SAT + b2 * QF1... b8 * QF7
+ b9 * IF1+...+ b14 * IF6 + ε1 (Model 2.1)
[ 281 ]
Josée Bloemer, Ko de Ruyter QF1 = b0 + b1 * IF1 + ... + b6 * IF6 + ε1 are: reliability (beta = 0.51), satisfaction (beta
and Pascal Peeters (Model 2.3) = 0.38), position in the market (beta = 0.30),
Investigating drivers of bank QF2 = b0 + b1 * IF1 + ... + b6 * IF6 + ε1 efficiency (beta = 0.18), customer contacts
loyalty: the complex
(Model 2.4) (beta = 0.16), empathy (beta = 0.12) and soci-
relationship between image,
service quality and QF3 = b0 + b1 * IF1 + ... + b6 * IF6 + ε1 ety-driven (beta = 0.02) (taking into account
satisfaction (Model 2.5) both direct and indirect effects).
International Journal of where QF1 = factor scores quality percep-
Bank Marketing
16/7 [1998] 276–286 tions first factor etc.; and IF1 = factor scores Table VII
image of the bank first factor etc. The results Results of regressions analysis with factor
of this analysis are shown in Table IX. scores according to model 2.1a
Table IX shows that customer contacts have
a significant positive influence on reliability b beta p
(beta = 0.32; explained significant variance 11 Intercept 0.54 0.05
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per cent); that customer contacts and society- SAT 0.38 0.38 0.00
driven have a significant positive influence QF1 0.36 0.36 0.00
on empathy (beta = 0.20 and beta = 0.18 QF2 not significant (p > 0.05)
respectively, explained significant variance QF3 0.14 0.18 0.01
seven per cent) and that position in the mar- QF4 not significant (p > 0.05)
ket has a significant positive impact on effi- QF5 not significant (p > 0.05)
ciency (beta = 0.16, explained significant QF6 not significant (p > 0.05)
variance three per cent). QF7 not significant (p > 0.05)
The results of the former analyses in terms IF1 not significant (p > 0.05)
of the significant beta coefficients are IF2 not significant (p > 0.05)
depicted in Figure 2. IF3 not significant (p > 0.05)
Figure 2 shows that, from most to least IF4 0.27 0.30 0.00
important, the major determinants of loyalty IF5 not significant (p > 0.05)
IF6 not significant (p > 0.05)
R2 0.58
Table VI Notes: aLOY = bo + b1 * SAT + b2 * QF1 + ...+ b8 * QF7
Result factor analysisa on quality items + b9 * IF1 + ... + b14 * IF6 + ε1;
IF1 ... IF6 = factor scores image; QF1 ... QF6 = factor
Item Description Factor loadingsb scores of quality perceptions; SAT = overall satisfaction;
Reliability (QFI) LOY = loyalty
[ 282 ]
Josée Bloemer, Ko de Ruyter Table IX we are able to obtain a more detailed insight
and Pascal Peeters Results of regressions analysis with factor into the relationship between image and
Investigating drivers of bank quality on the one hand and loyalty on the
loyalty: the complex scores according to models 2.3a, 2.4b and 2.5c
other. In essence, our conclusion is that all
relationship between image,
service quality and b beta p three constructs (i.e. image, quality and satis-
satisfaction Model 2.3a faction) exert an influence on customer loy-
International Journal of Intercept not significant (p > 0.05) alty with banks. Furthermore, we encoun-
Bank Marketing IF1 0.32 0.32 0.00 tered a relatively strong relationship between
16/7 [1998] 276–286 IF2 not significant (p > 0.05) reliability and satisfaction. This points to the
IF3 not significant (p > 0.05) relative importance of the reliability factor in
IF4 not significant (p > 0.05) retail banking. Finally, we found that factors
IF5 not significant (p > 0.05) like society-driven, empathy and customer
IF6 not significant (p > 0.05) contacts have an indirect effect on loyalty via
R2 0.11 satisfaction and quality. It should also be
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β = .32
Customer
Reliability β = .36
contacts
Downloaded by DURBAN UNIVERSITY OF TECHNOLOGY At 13:00 06 November 2017 (PT)
β = .18
β = .30
Efficiency
β = .16
Position in
the market
take into account the dynamics in consumer evaluate the bank in terms of the relative
patronage behaviour. Should such an position it has within the market place. After
approach be taken, then measures of actual all, retail banking is very much a service
behaviour and bank objective performance depending on credence properties. Therefore,
(e.g. switching behaviour, vulnerability to the use of corporate advertising creating the
price competition, turnover, relative market perception of a strong financial institution,
share), in addition to perceptual gauges, with innovative products and services and
could be taken into account. modern facilities, seems important for the
establishment of customer loyalty in retail
banking.
Managerial implications A third managerial implication is that
satisfaction is not the sole determinant of
In terms of the practical relevance of our customer loyalty in retail banking. Many
research, a number of managerial implica- banks have a customer satisfaction measure-
tions may be derived. First of all, reliability ment program, providing customer feedback.
seems to be the most important factor influ- Our study shows that although there is a
encing customer loyalty with banks. Looking direct positive relationship between satisfac-
at the individual indicators of this quality tion and loyalty, other determinants play an
dimension, it follows that banks should invest important role too. Just focusing on satisfac-
in monitoring employees in order to make a tion may result in overlooking other impor-
trustworthy impression on the customers, tant drivers of customer loyalty.
both in the case of the general service Fourth, efficiency, i.e. queuing time and
encounter, as well as in the handling of cus- speed of handling, has a direct influence on
tomer complaints. In the dialogue with bank loyalty. Customers are not willing to spend
customers, management and employees their valuable time waiting for services.
should strive to find out what customers Banks that take this into account promote
expect in terms of accuracy, expertise, com- loyalty among their customers. Although
plaint handling and proactive suggestions. customer contacts, empathy and society-
This implies an extensive and continuous driven seem to be of lower order importance,
training program. they still have an indirect effect on customer
Following from the importance of the relia- loyalty and should be handled with
bility dimension, customers apparently look “customer” care. Finally, caution should be
for “external cues” in order to be able to taken with regards to the impact of image,
[ 284 ]
Josée Bloemer, Ko de Ruyter which seems to be a construct that has a rela- Dick, A.S. and Basu, K. (1994), “Customer loyalty:
and Pascal Peeters tively low direct impact on bank loyalty, espe- toward an integrated conceptual framework”,
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