Omnichannel strategy and customer loyalty in banking
International Journal of Bank Marketing
ISSN: 0265-2323
Article publication date: 24 February 2020
Issue publication date: 2 June 2020
Abstract
Purpose
Supported by the omnichannel strategy, the objective of this study is to identify the influence of integrated interaction quality and perceived fluency of service channels on attitudinal loyalty in the banking sector and to test the mediating effect of positive affect in these relationships.
Design/methodology/approach
This paper proposes a model that relates the constructs of integrated interaction quality, perceived fluency, positive affect, and attitudinal loyalty. A survey of 337 Brazilian bank clients was conducted and structural equation modeling was used for data analysis.
Findings
The results indicate that the construct of integrated interaction quality exerts positive influence on the loyalty of bank clients. The direct effect of the construct perceived fluency on loyalty is not significant. The results also demonstrate that positive affect exerts a mediating effect on the proposed relationships between the constructs.
Research limitations/implications
This research assists banks in identifying relevant points regarding their service channels, so that they can determine how to generate positive experiences and customer loyalty through an omnichannel strategy. One can observe the behavior of banking consumers and develop business strategies based on the service channels, which aim to create a more profitable and loyal customer portfolio.
Originality/value
This study expands the literature regarding the omnichannel strategy by extending focus to include bank marketing, which is infrequently included in the body of such literature. This study also expands bank marketing research by including constructs that deal with consumer experience and loyalty.
Keywords
Acknowledgements
This research was supported by Brazilian National Council for Scientific and Technological Development (CNPq/Brazil), project 304209/2018-0, by Foundation for Research Support of Espírito Santo (FAPES/Brazil), projects 84513772 (599/2018) and 85395650 (228/2019), by Portuguese Science Foundation (FCT/Portugal) through NECE (Núcleo de Estudos em Ciências Empresariais), project UID/GES/04630/2019, and by IFTS (Instituto Fucape de Tecnologias Sociais), project 2018-2021.
Citation
Mainardes, E.W., Rosa, C.A.d.M. and Nossa, S.N. (2020), "Omnichannel strategy and customer loyalty in banking", International Journal of Bank Marketing, Vol. 38 No. 4, pp. 799-822. https://doi.org/10.1108/IJBM-07-2019-0272
Publisher
:Emerald Publishing Limited
Copyright © 2019, Emerald Publishing Limited