Omnichannel strategy and customer loyalty in banking
Purpose: Supported by the omnichannel strategy, the objective of this study is to identify the influence of integrated interaction quality and perceived fluency of service channels on attitudinal loyalty in the banking sector and to test the mediating effect of positive affect in these relationships. Design/methodology/approach: This paper proposes a model that relates the constructs of integrated interaction quality, perceived fluency, positive affect, and attitudinal loyalty. A survey of 337 Brazilian bank clients was conducted and structural equation modeling was used for data analysis. Findings: The results indicate that the construct of integrated interaction quality exerts positive influence on the loyalty of bank clients. The direct effect of the construct perceived fluency on loyalty is not significant. The results also demonstrate that positive affect exerts a mediating effect on the proposed relationships between the constructs. Research limitations/implications: This research assists banks in identifying relevant points regarding their service channels, so that they can determine how to generate positive experiences and customer loyalty through an omnichannel strategy. One can observe the behavior of banking consumers and develop business strategies based on the service channels, which aim to create a more profitable and loyal customer portfolio. Originality/value: This study expands the literature regarding the omnichannel strategy by extending focus to include bank marketing, which is infrequently included in the body of such literature. This study also expands bank marketing research by including constructs that deal with consumer experience and loyalty.
Year of publication: |
2020
|
---|---|
Authors: | Mainardes, Emerson Wagner ; Rosa, Carlos Anderson de Moura ; Nossa, Silvania Neris |
Published in: |
International Journal of Bank Marketing. - Emerald, ISSN 0265-2323, ZDB-ID 2032104-1. - Vol. 38.2020, 4 (17.02.), p. 799-822
|
Publisher: |
Emerald |
Saved in:
Online Resource
Saved in favorites
Similar items by person
-
Customers' satisfaction with fintech services : evidence from Brazil
Mainardes, Emerson Wagner, (2023)
-
Gerenciamento de resultados em períodos de eleições presidenciais no Brasil
Souza, Marcus Vinicius R. de, (2023)
-
Nossa, Silvania Neris, (2010)
- More ...