Customer Loyalty as a Construct in the Marketing of Banking Services

The usefulness of loyalty as a construct for understanding and analysing the market for banking services is here discussed. Using empirical data, the socio‐demographic, attitudinal and behavioural characteristics of loyal versus non‐loyal bank patrons are described. Bank loyalty can be measured and is useful in explaining differences in banking skills, expected benefits and attitudes towards banks and level of utilisation of banking services.

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Year of publication:	1987
Authors:	Jain, Arun K. ; Pinson, Christian ; Malhotra, Naresh K.
Published in:	International Journal of Bank Marketing. - MCB UP Ltd, ISSN 1758-5937, ZDB-ID 2032104-1. - Vol. 5.1987, 3, p. 49-72
Publisher:	MCB UP Ltd
Subject:	Bank Marketing \| Consumer Attitudes \| Loyalty

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Type of publication:	Article
Type of publication (narrower categories):	review-article
Language:	English
Other identifiers:	10.1108/eb010811 [DOI]
Source:	Other ZBW resources

Persistent link: https://www.econbiz.de/10014760438