A Brazilian Experience of Customer Retention and Its Key Drivers in Banking Service Rendering

This article focuses on customer retention through the existing relationship of a banking service provider with its customers. A theoretical model was tested with banking service natural person customers taking into account customer satisfaction, value, service provider reputation, and trust as key...

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Bibliographic Details
Published in:Journal of relationship marketing (Binghamton, N.Y.) N.Y.), 2015-10, Vol.14 (4), p.269-286
Main Authors: Milan, Gabriel Sperandio, De Toni, Deonir, Barcellos, Paulo Fernando Pinto, Dorion, Eric Charles Henri, Bebber, Suélen
Format: Article
Language:English
Subjects:
Bank services
banking service
Customer retention
Customer satisfaction
Customer services
Mathematical models
Relationship marketing
Reputations
Statistical methods
Studies
Trust
value
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Summary:This article focuses on customer retention through the existing relationship of a banking service provider with its customers. A theoretical model was tested with banking service natural person customers taking into account customer satisfaction, value, service provider reputation, and trust as key drivers of customer retention. A multivariate statistical approach with structural equation modeling was used. Results indicate that the theoretical model has acceptable fit, confirming that customer satisfaction positively affects perceived value by customers; perceived value is a key driver of trust through service provider reputation; service provider reputation is important in the studied context; and customer retention is positively affected by trust in the service provider.
ISSN:1533-2667
1533-2675
DOI:10.1080/15332667.2015.1091636