Prediction of attitude and behavioural intentions in retail banking
Prediction of attitude and behavioural intentions in retail banking
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DOI：
10.1108/02652320710728438
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发表时间：
2007-01-01
影响因子：
5.3
通讯作者：
Kehr, Hugo M.
中科院分区：
文献类型：
--
作者：
Baumann, Chris;Burton, Suzan;Kehr, Hugo M.
目的-本研究旨在探讨零售银行业顾客忠诚度的预测因素。忠诚度是衡量的客户的意愿，建议银行和他们的意图留在他们的主要银行短期（在未来六个月）和长期（从六个月到五年）。设计/方法/途径-这项研究是基于1,951个人的邮件调查。潜在的预测因素来自文献，包括在三个独立的回归模型，以模拟不同类型的忠诚度。结果-结果表明，推荐的意愿是最好的预测情感态度，整体满意度和同情心。短期行为意图，然而，最好的预测整体满意度和反应，而长期意图的预测整体满意度，情感态度和同情。这三个模型解释了大量的因变量的变化：71%的意愿，建议，43%的短期意图和46%的长期intentions.Research限制/影响-这项研究增加了讨论的感知满意度，服务质量和客户的意图之间的关系，建议银行和/或保持客户。结果也有助于更简约的模型的发展，这表明情感态度，整体满意度，同理心和响应一起解释了很大比例的变化，在客户的intention.Practical影响-根据这项研究的结果，银行可以配置文件的客户有可能叛逃的基础上只有四个变量。独创性/价值-结果表明，满意度的措施和SERVQUAL的一些维度在预测零售银行忠诚度的重要性。研究还发现，并非所有五项SERVQUAL指标都需要用来描述客户并预测忠诚度。
Purpose - This research seeks to explore the factors predicting customer loyalty in retail banking. Loyalty was measured in terms of a customer's willingness to recommend a bank and their intention to remain with their main bank short-term (in the next six months) and long- term (from six months to five years).Design/methodology/approach - The study was based on a mail survey of 1,951 individuals. Potential predictors were drawn from the literature and included in three separate regression models to model different types of loyalty.Findings - The results indicate that willingness to recommend is best predicted by affective attitude, overall satisfaction and empathy. Short-term behavioural intentions, however, were best predicted by overall satisfaction and responsiveness, while long- term intentions were predicted by overall satisfaction, affective attitude and empathy. The three models explained a substantial amount of the variation in the dependent variables: 71 per cent for willingness to recommend, 43 per cent for short-term intentions and 46 per cent for long- term intentions.Research limitations/implications - The study adds to the discussion of the relationship between perceived satisfaction, service quality and a customer's intentions to recommend a bank and/or remain a customer. The results also contribute to the development of more parsimonious models, suggesting that affective attitude, overall satisfaction, empathy and responsiveness together explain a large percentage of the variation in customers' intentions.Practical implications - Based on this study's findings, banks can profile customers with potential for defection based on only four variables.Originality/value - The results demonstrate the importance of satisfaction measures and some SERVQUAL dimensions in predicting loyalty in retail banking. It also found evidence that not all five SERVQUAL measures are needed to profile customers and predict loyalty.