Jain, Arun K.; Pinson, Christian; Malhotra, Naresh K. - In: International Journal of Bank Marketing 5 (1987) 3, pp. 49-72
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...