Beyond satisfaction: customer attachment to retail banks

Abstract

Purpose This research paper seeks to investigate the different types of attachment that customers develop towards retail banks. Design/methodology/approach The approach blends literature reviews, in addition to qualitative and quantitative methods. The primary research programme analyses data from seven focus groups, 39 one‐on‐one interviews and 1,058 individual consumer questionnaires. Findings Identifies three forms of positive attachment, based on three different foundations: the credibility of the organisation, compatibility between the values of the organisation and those of the consumer, and interpersonal or relational considerations. Presents a statistically valid and reliable scale that can be used to measure these three forms of attachment. Also identifies other forms of customer‐bank attachment grounded on less positive associations, including inertia and alienation. Originality/value The scale can be used to identify customer‐organisational attachment profiles that transcend or complement customer satisfaction, and provide a basis for relationship longevity.