Cultivate customer loyalty in national culture: a meta-analysis of electronic banking customer loyalty

Abstract

Purpose

This paper presents a meta-analysis of the electronic banking (e-banking) customer loyalty literature in the last 10 years. The study investigated the moderating role of national culture in the relationship between e-banking customer loyalty and its antecedents.

Design/methodology/approach

Using a meta-analysis of customer loyalty in 19 countries, the authors incorporated national culture scores based on Hofstede's cultural dimensions to explore how the relative importance of e-banking customer loyalty antecedents varies across cultures.

Findings

The study revealed that national culture moderates the relationship between e-banking customer loyalty and its seven antecedents for four cultural dimensions, yet there was no significant moderation for satisfaction.

Research limitations/implications

This study reviewed the relationships in the literature on customer loyalty in e-banking contexts, extending and enriching the current knowledge. However, some specific limitations, such as the non-use of qualitative studies and the clipping of adverse concepts, exist in the secondary data and should be considered.

Practical implications

The results show that the seven antecedents affect e-banking customer loyalty to different degrees. Managers should incorporate cultural factors in e-banking customer management.

Originality/value

Only a few studies have assessed cultural differences in relation to e-banking customer loyalty. The authors address this need by offering deeper insights into how cultural dimensions moderate the relationships between e-banking customer loyalty and its antecedents through a meta-analytical review. The study findings offer managers a new perspective of leveraging the benefits of cultural differences, enhancing their decision-making in international business.

Citation

Zhang, L., Yi, Y. and Zhou, G. (2022), "Cultivate customer loyalty in national culture: a meta-analysis of electronic banking customer loyalty", Cross Cultural & Strategic Management, Vol. 29 No. 3, pp. 698-728. https://doi.org/10.1108/CCSM-08-2021-0155