The antecedents of consumer loyalty in retail banking

Abstract

This paper is focused on a study designed to investigate loyalty in retail banking. The research findings suggest that loyalty is the outcome of a cognitive rather than an affective process. The main antecedents of bank loyalty were found to be perceived value, service quality, service attributes, satisfaction, image and trust: constructs that are inter‐related and form a network of loyalty antecedents. Copyright © 2006 John Wiley & Sons, Ltd.