۱- Introduction

۲- Theoretical foundation and hypotheses

۳- Conceptual framework

۴- Research design and method

۵- PLS estimates and hypotheses testing

۶- Conclusion

References

Abstract

Purpose – The purpose of this paper is to develop a comprehensive model representing the relationships among service quality, customer satisfaction, trust and loyalty in a retail banking service. Because many banks now emphasize acquiring more high-wealth and main-bank customers, this study also focuses on investigating the moderating roles of main-bank and wealth status on such relationships.
Design/methodology/approach – This study applies a hierarchical model to measure service quality in line with recent advances in the general-marketing and consumer-behavior literature. A total of 400 valid samples were obtained from customers of a large commercial bank in Thailand. Data were analyzed using partial least squares structural equation modeling and multigroup analysis.
Findings – Customer-perceived service quality directly and indirectly affects, via satisfaction and trust, attitudinal and behavioral loyalty. Service quality affects customer loyalty less if the customer holds main-bank status. It affects behavioral loyalty less for high-wealth customers than regular customers; however, its impacts on attitudinal loyalty are identical. Main-bank and wealth status have a co-moderating impact on the relationship between service quality and customer loyalty.
Research limitations/implications – This study was conducted on a cross-sectional basis; further, longitudinal analysis could help to assess causality and time-dependent effects among variables.
Practical implications – The present study reconceptualizes the loyalty model, forging a deeper understanding of the moderating effects of main-bank and wealth status and thus helping banks to formulate better strategies to win customer loyalty.
Originality/value – This study aims to contribute to further discussions regarding the direct and indirect effects of service quality on loyalty to help banks formulate effective strategies for acquiring main-bank and high-wealth customers.

Introduction

The key to business success is building and maintaining strong customer relationships (Bergeron, 2002). To ensure customer satisfaction, trust and loyalty, banks must focus on service quality. Increasingly, comprehensive banking service-quality models have identified the key antecedents of customer loyalty, including hierarchical, multidimensional models of service quality and other factors influencing customer loyalty. Understanding these antecedents helps managers to improve organizations’ financial performance. Faced with competition from non-bank and fintech firms, banks must retain existing customers while attracting new customers. Improved service quality strengthens customer satisfaction, which ultimately influences customer loyalty, e.g. repurchase intention, word of mouth and recommendations to new customers (Gallarza et al., 2011; Ganesh et al., 2000; Voss et al., 2004). Most service-quality–loyalty research only explains the relationships among service quality, satisfaction, trust and loyalty. However, the increased focus on acquiring more main-bank customers (customers using the bank as their main operating bank for transactional account(s), depositing most of their wealth and purchasing all other financial products) requires an examination of the moderating role of main-bank status on the service-quality–loyalty model (Boonlertvanich, 2011).