Customer Loyalty as a Construct in the Marketing of Banking Services
Arun K. Jain
(State University of New York at Buffalo, INSEAD)
Christian Pinson
(European Institute of Business Administration, Fontainebleau)
Naresh K. Malhotra
(Georgia Institute of Technology)
1638
Abstract
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.
Keywords
Citation
Jain, A.K., Pinson, C. and Malhotra, N.K. (1987), "Customer Loyalty as a Construct in the Marketing of Banking Services", International Journal of Bank Marketing, Vol. 5 No. 3, pp. 49-72. https://doi.org/10.1108/eb010811
Publisher
:MCB UP Ltd
Copyright © 1987, MCB UP Limited