Revisiting the delight–loyalty link in a retail banking context – an emerging market perspective

• Published in: African journal of economic and management studies 2024-07, Vol.15 (3), p.483-500
• Main Authors: Roberts-Lombard, Mornay, Makanyeza, Charles, Jaiyeoba, Olumide, Svotwa, Tendai Douglas
• Format: Article
• Language: English
• Subjects: Banking; Banking industry; Banks; Brand loyalty; Commitment; Customer services; Customers; Emerging markets; Employees; Loyalty; Marketing; Measurement; Retail banking; Structural models
• ISSN: 2040-0705; 2040-0713
• DOI: 10.1108/AJEMS-06-2023-0211

PurposeThis study uses relationship marketing theory to explore affective and calculative commitment as mediators in the delight–loyalty link. Furthermore, it investigates the role of perceived employee service delivery skills, perceived value and trust in the relationships between delight, affective commitment, calculative commitment and loyalty.Design/methodology/approachA descriptive research approach was applied, and the data were collected from 332 retail banking customers in an emergent market who are overall satisfied with their bank. A self-administered questionnaire collected data from 332 respondents who adhered to the stipulated requirements to participate in the study. These respondents were selected through purposive and convenience sampling. The constructs’ interrelationships were analysed via structural equation modelling. The measurement and structural models were also assessed.FindingsAffective and calculative commitment and delight impact loyalty. Both affective commitment and calculative commitment were found to mediate the relationship between delight and customer loyalty.Research limitations/implicationsThe study enhances an understanding of the role of affective and calculative commitment in strengthening the delight–loyalty link from a relationship marketing theory perspective.Practical implicationsThe study provides guidance to the retail banking industry in emerging markets on the importance of affective and calculative commitment in strengthening the delight–loyalty link. It further informs retail banks of the need to provide banking customers with products and service value that exceed their expectations to strengthen their future commitment and loyalty to their bank.Originality/valueGuided by relationship marketing theory, the role of affective and calculative commitment in mediating the delight–loyalty link in an emerging market context is uncovered.