The role of communication and trust in explaining customer loyalty: An extension to the ECSI model
Abstract
Loyalty has, over the past decade, become a crucial construct in marketing, and particularly in the burgeoning field of customer relationship management. This paper shows that customer loyalty can be explained to a substantial degree by customer satisfaction, trust, and communication, and shows the direct and indirect effects among those constructs and other constructs in an extension of the European Customer Satisfaction Index (ECSI) model. Both ECSI model and the extended model are estimated with data from a survey carried out among customers of the banking sector. Within the limitations of the study, the theoretical and managerial implications of these findings are discussed.
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Ball et al. (2006) observed that trust has little impact on customer loyalty when the trustees (banking sector) operate by virtue of both strong government oversight and strong industry tradition.
“For instance, Ball et al. (2006) observed that trust has little impact on customer loyalty when the trustees (banking sector) operate '…by virtue of both strong government oversight and strong industry tradition…' (p. 1284).”
From Trust, Satisfaction, and Online Repurchase Intention: The Moderating Role of Perceived Effectiveness of E-Commerce Institutional Mechanisms1 (2014) · cites this paper as Ball et al. (2006)
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References 59 · Cited by 572
- Authors
- Ball, D., Simões Coelho, P., & Machás, A.
- Affiliations
- University of Nebraska–Lincoln (US)
- University of Lisbon (PT)
- Venue
- European Journal of Marketing
- Publisher
- Emerald
- Published
- 2004-09-01
- Volume
- 38
- Issue
- 9/10
- Pages
- 1272-1293
- ISSN
- 0309-0566 (ISSN-L)
- OpenAlex
- W1917304459
- Cited by
- 572
- References
- 59
- Citations by year
- 2026: 6 · 2025: 9 · 2024: 18 · 2023: 16 · 2022: 35 · 2021: 40 · 2020: 36 · 2019: 33 · 2018: 27 · 2017: 31 · 2016: 32 · 2015: 45 · 2014: 50 · 2013: 44 · 2012: 41
- FWCI
- 12.23
- Type
- journal article
- Language
- en
- Open access
- closed
- Locations
- European Journal of Marketing (publishedVersion)
- Topics
- Social Sciences › Business, Management and Accounting › Organizational Behavior and Human Resource Management › Customer Service Quality and Loyalty
- Social Sciences › Business, Management and Accounting › Marketing › Customer churn and segmentation
- Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior and Marketing Influence
- Keywords
- customer loyalty, customer satisfaction, trust, communication, customer relationship management, European Customer Satisfaction Index, bank customers, indirect effects
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