Exploring the antecedents of loyalty in the context of multi-channel banking

Abstract

Purpose The purpose of this paper is to assess the antecedent of satisfaction and loyalty in the context of a multi-channel banking environment. Multi-channel banking involves both branch and electronic banking channels through which the customers interact with the bank. Design/methodology/approach The study involved a customer survey of 229 respondents, which used a convenience sampling approach through intercepts and interviews held at bank branches. A structured questionnaire was used, and data were analyzed using structural equation modeling. Findings While examining factors such as perceived ease of use, branch service quality evaluation, satisfaction, and loyalty, it is observed, using structural equation modeling, that perceived ease of use and branch service quality are antecedents to satisfaction and satisfaction positively affects the loyalty. Originality/value Although it is realized that digital banking will positively influence loyalty, the role of branch service quality cannot be ignored. The role played by the ease of use is higher than branch service quality evaluations.