Customer experience and customer loyalty in retail multichannel banking: A mediation Analysis
Purpose –This paper examines whether customer experience has an influence on customer loyalty in a multichannel banking environment. Design/methodology/approach – The study used a sample of 466 bank customers in Durban, South Africa. Data from the survey of the bank customers was analys...
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| Format: | Article |
| Language: | English |
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Oles Honchar Dnipro National University
2025-02-01
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| Series: | European Journal of Management Issues |
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| Online Access: | https://mi-dnu.dp.ua/index.php/MI/article/view/495 |
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| _version_ | 1832540813099270144 |
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| author | Shame Mugova |
| author_facet | Shame Mugova |
| author_sort | Shame Mugova |
| collection | DOAJ |
| description |
Purpose –This paper examines whether customer experience has an influence on customer loyalty in a multichannel banking environment.
Design/methodology/approach – The study used a sample of 466 bank customers in Durban, South Africa. Data from the survey of the bank customers was analysed using Partial Least Squares Structural Equation Modelling (PLS-SEM), and a theoretical model was created and empirically tested.
Findings – The study findings indicate that the relationship between customer experience and customer loyalty is mediated by service quality and customer satisfaction. The theoretical model developed indicates that customer loyalty can be achieved by improving customer experiences, enhancing service quality and improving customer satisfaction.
Research limitations/implications – The implication is that banks must exploit ways of improving customer experience as well as leveraging on customer satisfaction and service quality to enhance loyalty.
Originality/value: The success of service companies depends on their ability to build a loyal customer base, which can be achieved by delivering customer experiences that blend the different channels.
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| format | Article |
| id | doaj-art-abf64d421ed642b2b1734d88e93f8d36 |
| institution | Kabale University |
| issn | 2519-8564 2523-451X |
| language | English |
| publishDate | 2025-02-01 |
| publisher | Oles Honchar Dnipro National University |
| record_format | Article |
| series | European Journal of Management Issues |
| spelling | doaj-art-abf64d421ed642b2b1734d88e93f8d362025-02-04T14:41:41ZengOles Honchar Dnipro National UniversityEuropean Journal of Management Issues2519-85642523-451X2025-02-01331Customer experience and customer loyalty in retail multichannel banking: A mediation Analysis Shame Mugova0Birmingham City University Purpose –This paper examines whether customer experience has an influence on customer loyalty in a multichannel banking environment. Design/methodology/approach – The study used a sample of 466 bank customers in Durban, South Africa. Data from the survey of the bank customers was analysed using Partial Least Squares Structural Equation Modelling (PLS-SEM), and a theoretical model was created and empirically tested. Findings – The study findings indicate that the relationship between customer experience and customer loyalty is mediated by service quality and customer satisfaction. The theoretical model developed indicates that customer loyalty can be achieved by improving customer experiences, enhancing service quality and improving customer satisfaction. Research limitations/implications – The implication is that banks must exploit ways of improving customer experience as well as leveraging on customer satisfaction and service quality to enhance loyalty. Originality/value: The success of service companies depends on their ability to build a loyal customer base, which can be achieved by delivering customer experiences that blend the different channels. https://mi-dnu.dp.ua/index.php/MI/article/view/495Customer Experience, Customer Loyalty, Multichannel, Banking, Customer Satisfaction, Service Quality |
| spellingShingle | Shame Mugova Customer experience and customer loyalty in retail multichannel banking: A mediation Analysis European Journal of Management Issues Customer Experience, Customer Loyalty, Multichannel, Banking, Customer Satisfaction, Service Quality |
| title | Customer experience and customer loyalty in retail multichannel banking: A mediation Analysis |
| title_full | Customer experience and customer loyalty in retail multichannel banking: A mediation Analysis |
| title_fullStr | Customer experience and customer loyalty in retail multichannel banking: A mediation Analysis |
| title_full_unstemmed | Customer experience and customer loyalty in retail multichannel banking: A mediation Analysis |
| title_short | Customer experience and customer loyalty in retail multichannel banking: A mediation Analysis |
| title_sort | customer experience and customer loyalty in retail multichannel banking a mediation analysis |
| topic | Customer Experience, Customer Loyalty, Multichannel, Banking, Customer Satisfaction, Service Quality |
| url | https://mi-dnu.dp.ua/index.php/MI/article/view/495 |
| work_keys_str_mv | AT shamemugova customerexperienceandcustomerloyaltyinretailmultichannelbankingamediationanalysis |