Kim Long, Jindabot Teerasak, Yeo Sook Fern
Center of Excellence in Logistics and Business Analytics (LOGBIZ), School of Accountancy and Finance, Walailak University, Thailand.
Faculty of Management Sciences, Prince of Songkla University, Thailand.
Heliyon. 2024 Aug 22;10(17):e36619. doi: 10.1016/j.heliyon.2024.e36619. eCollection 2024 Sep 15.
To overcome the current competitive market environment, obtaining high customer loyalty is a key success of retaining customers as loyal customers display high commitment to continue their support with the current service providers. Therefore, banks need to continue offering superior financial products and services to their customers to ensure high customer satisfaction which can ultimately trigger their customer loyalty. This research aims to enhance comprehension of customer loyalty in banking industry by conducting a comprehensive literature study. This research selected 149 published research articles related to customer loyalty in banking industry indexed by Web of Science and Scopus between 2012 and 2024. Only 44 final research articles that met the criteria were used for Preferred Reporting Items for Systematic and Meta-Analysis (PRISMA). Results highlighted that bank customer loyalty was often investigated in India, followed by Indonesia, South Africa, Vietnam, Ghana, Brazil, Pakistan, Turkey, Iran, and China. Meanwhile, results also underscored that satisfaction, trust, service quality, image, commitment, reliability, perceived value, ethical, perceived usefulness and experience often and significantly influenced customer loyalty. Finally, results also outlined that consumer research mechanism of customer loyalty in banking industry evolved frequently and significantly shifting from general to electronic banking service consumption following banking 5.0 of "how Fintech will change traditional banks in the new normal or post pandemic". Moreover, these results were essential to marketing managers in banking industry in order to analyze, understand and further improve their existing financial products and services to their customers so that banks can obtain more customer loyalty.
为了在当前竞争激烈的市场环境中取得成功，获得高度的客户忠诚度是留住客户的关键，因为忠诚的客户表现出很高的意愿继续支持现有的服务提供商。因此，银行需要持续为客户提供优质的金融产品和服务，以确保高客户满意度，最终引发客户忠诚度。本研究旨在通过全面的文献研究，增强对银行业客户忠诚度的理解。本研究选取了2012年至2024年间被科学引文索引（Web of Science）和Scopus索引的149篇与银行业客户忠诚度相关的已发表研究文章。只有44篇符合标准的最终研究文章被用于系统评价和Meta分析的首选报告项目（PRISMA）。结果显示，银行客户忠诚度的研究在印度最为常见，其次是印度尼西亚、南非、越南、加纳、巴西、巴基斯坦、土耳其、伊朗和中国。同时，结果还强调，满意度、信任、服务质量、形象、承诺、可靠性、感知价值、道德、感知有用性和体验经常且显著地影响客户忠诚度。最后，结果还概述了银行业客户忠诚度的消费者研究机制频繁且显著地演变，随着银行业5.0时代“金融科技将如何在新常态或疫情后改变传统银行”，从一般银行服务消费转向电子银行服务消费。此外，这些结果对于银行业的营销经理分析、理解并进一步改进其现有的金融产品和服务至关重要，这样银行才能获得更多的客户忠诚度。
