Service Loyalty in Retail Banking: An Empirical Study

Abstract

The main objective of the paper is to report on the service loyalty of retail banking customers in South Africa. The findings are based on an empirical study that used SERVLOYAL measurement scale and obtained 520 complete and valid responses. The results show that service loyalty in retail banking in South Africa does not depend on gender, age or income of customers. However, the bank plays a crucial role in how customers perceive service loyalty.