Cultivate customer loyalty in national culture: a meta-analysis of electronic banking customer loyalty
Cross Cultural & Strategic Management
ISSN: 2059-5794
Article publication date: 9 June 2022
Issue publication date: 18 July 2022
Abstract
Purpose
This paper presents a meta-analysis of the electronic banking (e-banking) customer loyalty literature in the last 10 years. The study investigated the moderating role of national culture in the relationship between e-banking customer loyalty and its antecedents.
Design/methodology/approach
Using a meta-analysis of customer loyalty in 19 countries, the authors incorporated national culture scores based on Hofstede's cultural dimensions to explore how the relative importance of e-banking customer loyalty antecedents varies across cultures.
Findings
The study revealed that national culture moderates the relationship between e-banking customer loyalty and its seven antecedents for four cultural dimensions, yet there was no significant moderation for satisfaction.
Research limitations/implications
This study reviewed the relationships in the literature on customer loyalty in e-banking contexts, extending and enriching the current knowledge. However, some specific limitations, such as the non-use of qualitative studies and the clipping of adverse concepts, exist in the secondary data and should be considered.
Practical implications
The results show that the seven antecedents affect e-banking customer loyalty to different degrees. Managers should incorporate cultural factors in e-banking customer management.
Originality/value
Only a few studies have assessed cultural differences in relation to e-banking customer loyalty. The authors address this need by offering deeper insights into how cultural dimensions moderate the relationships between e-banking customer loyalty and its antecedents through a meta-analytical review. The study findings offer managers a new perspective of leveraging the benefits of cultural differences, enhancing their decision-making in international business.
Keywords
Acknowledgements
The authors would like to thank Chinmay Pattnaik, Davina Vora, Manmeet Nirmal, Sylvia Josphine and two anonymous reviewers for valuable advice on earlier drafts of this article.
Citation
Zhang, L., Yi, Y. and Zhou, G. (2022), "Cultivate customer loyalty in national culture: a meta-analysis of electronic banking customer loyalty", Cross Cultural & Strategic Management, Vol. 29 No. 3, pp. 698-728. https://doi.org/10.1108/CCSM-08-2021-0155
Publisher
:Emerald Publishing Limited
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