Baumann, Chris; Burton, Suzan; Elliott, Gregory; Kehr, … - In: International Journal of Bank Marketing 25 (2007) 2, pp. 102-116
Purpose – This research seeks to explore the factors predicting customer loyalty in retail banking. Loyalty was measured in terms of a customer's willingness to recommend a bank and their intention to remain with their main bank short‐term (in the next six months) and long‐term (from six...