IDEAS home Printed from https://ideas.repec.org/a/eee/joreco/v56y2020ics0969698919305508.html
   My bibliography  Save this article

A multi-country study of bank reputation among customers in Africa: Key antecedents and consequences

Author

Listed:
  • Osakwe, Christian Nedu
  • Ruiz, Belén
  • Amegbe, Hayford
  • Chinje, Nathalie B.
  • Cheah, Jun-Hwa
  • Ramayah, T.

Abstract

This paper studies the antecedents related to service quality and the consequences of bank reputation among bank customers in three prominent markets in Africa, the continent on which one of the banking industries with the highest potential in the world is located. The research hypotheses were tested through the use of partial least squares modelling and by employing data collected from almost 1000 retail-banking customers from Ghana (n = 349), Kenya (n = 337), and South Africa (n = 300). An analysis of these data indicates that service quality dimensions, namely service offering appeal and customer care, meaningfully contribute to the strong perceptions customers have of their banks as regards reputation. The positive role of bank reputation in the development of trust and customer loyalty is also validated in this study. Furthermore, the multi-group analysis shows differences among countries in the case of all the relationships analysed, with the exception of the weight of customer care on bank reputation. Finally, the conclusion is reached that bank managers should focus their reputational strategies on improving the competitiveness of their bank products and should consider subtle institutional differences outside the bank's home-country in order to succeed in their internationalization strategies on the continent.

Suggested Citation

  • Osakwe, Christian Nedu & Ruiz, Belén & Amegbe, Hayford & Chinje, Nathalie B. & Cheah, Jun-Hwa & Ramayah, T., 2020. "A multi-country study of bank reputation among customers in Africa: Key antecedents and consequences," Journal of Retailing and Consumer Services, Elsevier, vol. 56(C).
    • Handle: RePEc:eee:joreco:v:56:y:2020:i:c:s0969698919305508
    DOI: 10.1016/j.jretconser.2020.102182
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0969698919305508
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jretconser.2020.102182?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Heinberg, Martin & Ozkaya, H. Erkan & Taube, Markus, 2018. "Do corporate image and reputation drive brand equity in India and China? - Similarities and differences," Journal of Business Research, Elsevier, vol. 86(C), pages 259-268.
    2. Lavezzolo, Sebastián & Rodríguez-Lluesma, Carlos & Elvira, Marta M., 2018. "National culture and financial systems: The conditioning role of political context," Journal of Business Research, Elsevier, vol. 85(C), pages 60-72.
    3. Bernhard Swoboda & Cathrin Puchert & Dirk Morschett, 2016. "Explaining the differing effects of corporate reputation across nations: a multilevel analysis," Journal of the Academy of Marketing Science, Springer, vol. 44(4), pages 454-473, July.
    4. Danuta Szwajca, 2016. "Corporate Reputation And Customer Loyalty As The Measures Of Competitive Enterprise Position – Empirical Analyses On The Example Of Polish Banking Sector," Oeconomia Copernicana, Institute of Economic Research, vol. 7(1), pages 91-106, March.
    5. Nha Nguyen & Gaston LeBlanc, 2018. "The Combined Effects of Service Offering and Service Employees on the Perceived Corporate Reputation," Athens Journal of Business & Economics, Athens Institute for Education and Research (ATINER), vol. 4(2), pages 129-146, April.
    6. Fainshmidt, Stav & Judge, William Q. & Aguilera, Ruth V. & Smith, Adam, 2018. "Varieties of institutional systems: A contextual taxonomy of understudied countries," Journal of World Business, Elsevier, vol. 53(3), pages 307-322.
    7. Bartikowski, Boris & Walsh, Gianfranco & Beatty, Sharon E., 2011. "Culture and age as moderators in the corporate reputation and loyalty relationship," Journal of Business Research, Elsevier, vol. 64(9), pages 966-972, September.
    8. Carl Shapiro, 1983. "Premiums for High Quality Products as Returns to Reputations," The Quarterly Journal of Economics, President and Fellows of Harvard College, vol. 98(4), pages 659-679.
    9. Ali, Raza & Lynch, Richard & Melewar, T.C. & Jin, Zhongqi, 2015. "The moderating influences on the relationship of corporate reputation with its antecedents and consequences: A meta-analytic review," Journal of Business Research, Elsevier, vol. 68(5), pages 1105-1117.
    10. Deephouse, David L. & Newburry, William & Soleimani, Abrahim, 2016. "The effects of institutional development and national culture on cross-national differences in corporate reputation," Journal of World Business, Elsevier, vol. 51(3), pages 463-473.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Anita Oppong & Livingstone Divine Caesar, 2023. "A contingency analysis of brand reputation and loyalty in the banking sector," SN Business & Economics, Springer, vol. 3(7), pages 1-29, July.
    2. Mohamed Ali Barakat Ali, 2022. "The Effect of Firm's Brand Reputation on Customer Loyalty and Customer Word of Mouth: The Mediating Role of Customer Satisfaction and Customer Trust," International Business Research, Canadian Center of Science and Education, vol. 15(7), pages 1-30, July.
    3. Emmanuel Silva Quaye & Cleopatra Taoana & Russell Abratt & Peter Anabila, 2022. "Customer advocacy and brand loyalty: the mediating roles of brand relationship quality and trust," Journal of Brand Management, Palgrave Macmillan, vol. 29(4), pages 363-382, July.
    4. Méndez-Suárez, Mariano & Crespo-Tejero, Natividad, 2021. "Why do banks retain unprofitable customers? A customer lifetime value real options approach," Journal of Business Research, Elsevier, vol. 122(C), pages 621-626.
    5. Ruiz, Belén & García, Juan A., 2021. "Analyzing the relationship between CSR and reputation in the banking sector," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Bernhard Swoboda & Cathrin Huber & Tassilo Schuster & Johannes Hirschmann, 2017. "Corporate Reputation Effects Across Nations: The Impact of Country Distances and Firm-Specific Resources," Management International Review, Springer, vol. 57(5), pages 717-748, October.
    2. Cowan, Kirsten & Guzman, Francisco, 2020. "How CSR reputation, sustainability signals, and country-of-origin sustainability reputation contribute to corporate brand performance: An exploratory study," Journal of Business Research, Elsevier, vol. 117(C), pages 683-693.
    3. Heinberg, Martin & Ozkaya, H. Erkan & Taube, Markus, 2018. "Do corporate image and reputation drive brand equity in India and China? - Similarities and differences," Journal of Business Research, Elsevier, vol. 86(C), pages 259-268.
    4. Annika Veh & Markus Göbel & Rick Vogel, 2019. "Corporate reputation in management research: a review of the literature and assessment of the concept," Business Research, Springer;German Academic Association for Business Research, vol. 12(2), pages 315-353, December.
    5. Kevin Money & Anastasiya Saraeva & Irene Garnelo-Gomez & Stephen Pain & Carola Hillenbrand, 2017. "Corporate Reputation Past and Future: A Review and Integration of Existing Literature and a Framework for Future Research," Corporate Reputation Review, Palgrave Macmillan, vol. 20(3), pages 193-211, November.
    6. Lee, Michael T. & Raschke, Robyn L. & Krishen, Anjala S., 2022. "Signaling green! firm ESG signals in an interconnected environment that promote brand valuation," Journal of Business Research, Elsevier, vol. 138(C), pages 1-11.
    7. Wolter, Jeremy S. & Donavan, D. Todd & Giebelhausen, Michael, 2021. "The corporate reputation and consumer-company identification link as a sensemaking process: A cross-level interaction analysis," Journal of Business Research, Elsevier, vol. 132(C), pages 289-300.
    8. Gatzert, Nadine, 2015. "The impact of corporate reputation and reputation damaging events on financial performance: Empirical evidence from the literature," European Management Journal, Elsevier, vol. 33(6), pages 485-499.
    9. Wang, David Han-Min & Yu, Tiffany Hui-Kuang & Chiang, Chia-Hsin, 2016. "Exploring the value relevance of corporate reputation: A fuzzy-set qualitative comparative analysis," Journal of Business Research, Elsevier, vol. 69(4), pages 1329-1332.
    10. Bruna, Maria Giuseppina & Nicolò, Domenico, 2020. "Corporate reputation and social sustainability in the early stages of start-ups: A theoretical model to match stakeholders' expectations through corporate social commitment," Finance Research Letters, Elsevier, vol. 35(C).
    11. Rizwan Ali & Gao Lei Fu & Ramiz Ur Rehman, 2014. "Factors Influencing Customer Loyalty of Banking Industry: Empirical Evidence from Pakistan," International Journal of Learning and Development, Macrothink Institute, vol. 4(2), pages 9-26, June.
    12. Bernhard Swoboda & Carolina Sinning, 2021. "Endorsement of Global Product Brands by Global Corporate Brands – A Consumer Perspective Across Nations," Management International Review, Springer, vol. 61(4), pages 563-598, August.
    13. Heewon Chae & Jaeyong Song & Donald Lange, 2021. "Basking in reflected glory: Reverse status transfer from foreign to home markets," Strategic Management Journal, Wiley Blackwell, vol. 42(4), pages 802-832, April.
    14. Swaen, Valérie & Demoulin, Nathalie & Pauwels-Delassus, Véronique, 2021. "Impact of customers’ perceptions regarding corporate social responsibility and irresponsibility in the grocery retailing industry: The role of corporate reputation," Journal of Business Research, Elsevier, vol. 131(C), pages 709-721.
    15. Clara Pérez‐Cornejo & Esther de Quevedo‐Puente & Juan Bautista Delgado‐García, 2020. "Reporting as a booster of the corporate social performance effect on corporate reputation," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 27(3), pages 1252-1263, May.
    16. José Solana‐Ibáñez & Manuel Caravaca‐Garratón, 2021. "Stakeholder engagement and corporate social reputation: The influence of exogenous factors on efficiency performance (stakeholder engagement and exogenous factors): Stakeholder engagement and exogenou," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 28(6), pages 1891-1905, November.
    17. Gregory Jackson & Richard Deeg, 2019. "Comparing capitalisms and taking institutional context seriously," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 50(1), pages 4-19, February.
    18. Isadora Sánchez‐Torné & Juan Carlos Morán‐Álvarez & José A. Pérez‐López, 2020. "The importance of corporate social responsibility in achieving high corporate reputation," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 27(6), pages 2692-2700, November.
    19. Schulz, Ann-Christine & Johann, Sarah, 2018. "Downsizing and the fragility of corporate reputation: An analysis of the impact of contextual factors," Scandinavian Journal of Management, Elsevier, vol. 34(1), pages 40-50.
    20. Salman Khan & Jacques Digout, 2018. "The Corporate Reputation Reporting Framework (CRRF)," Corporate Reputation Review, Palgrave Macmillan, vol. 21(1), pages 22-36, February.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:joreco:v:56:y:2020:i:c:s0969698919305508. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: https://www.journals.elsevier.com/journal-of-retailing-and-consumer-services .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.