A model of customer loyalty in the retail banking market

Abstract

On the basis of empirical research carried out in the retail banking market, this paper proposes a structural equations model enabling us to reach the conclusions that satisfaction together with personal switching costs are antecedents leading directly to customer loyalty, with the former exerting the greatest influence; and perceived quality is a consequence of satisfaction. At the same time, the paper shows that the degree of elaboration in the bank selection process does not have a moderating influence on the causal relationships between satisfaction/switching costs and customer loyalty.