Service quality, satisfaction, trust, and loyalty: the moderating role of main-bank and wealth status
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.
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Satisfaction has a positive effect on trust, and trust has a positive influence on loyalty to the bank.
“Hence, satisfaction has a positive effect on trust, and trust will eventually have a positive influence on loyalty to the bank (Boonlertvanich, 2019).”
From Service quality of Islamic banks: satisfaction, loyalty and the mediating role of trust (2020) · cites this paper as Boonlertvanich, 2019
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Service quality of Islamic banks: satisfaction, loyalty and the mediating role of trust
Haron, R., Abdul Subar, N., & Ibrahim, K. (2020) · Islamic Economic Studies · doi:10.1108/ies-12-2019-0041 · Cited by 130 · see citing works
Understanding customer loyalty in banking industry: A systematic review and meta analysis
Kim, L., Jindabot, T., & Yeo, S. F. (2024) · Heliyon · doi:10.1016/j.heliyon.2024.e36619 · Cited by 101 · see citing works
Building customer loyalty in retail banking: a serial-mediation approach
Kamath, P. R., Pai, Y. P., & Prabhu, N. K. P. (2019) · International Journal of Bank Marketing · doi:10.1108/ijbm-01-2019-0034 · Cited by 85 · see citing works
Damberg, S., Schwaiger, M., & Ringle, C. M. (2022) · Journal of Marketing Analytics · doi:10.1057/s41270-021-00147-2 · Cited by 69 · see citing works
- Authors
- Boonlertvanich, K.
- Affiliations
- Chulalongkorn University (TH)
- Corresponding author
- Boonlertvanich, Karin
- Venue
- International Journal of Bank Marketing
- Publisher
- Emerald
- Published
- 2019-02-04
- Volume
- 37
- Issue
- 1
- Pages
- 278-302
- ISSN
- 0265-2323 (ISSN-L)
- OpenAlex
- W2915001348
- Cited by
- 319
- References
- 10
- Citations by year
- 2026: 23 · 2025: 35 · 2024: 63 · 2023: 65 · 2022: 55 · 2021: 46 · 2020: 27 · 2019: 5
- FWCI
- 43.13
- Type
- journal article
- Language
- en
- Open access
- closed
- Locations
- International Journal of Bank 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 › Consumer Behavior and Marketing Influence
- Social Sciences › Business, Management and Accounting › Marketing › Customer churn and segmentation
- Keywords
- service quality, customer satisfaction, consumer trust, customer loyalty, wealth status, retail banking, moderating effect, attitudinal loyalty, behavioral loyalty, customer-perceived service quality
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