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The influence of overall satisfaction and trust on customer loyalty

Author

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  • Simona-Mihaela TRIF

    (West University of Timișoara, România)

Abstract

A number of researchers have reported the positive benefits of creating and maintaining customer loyalty. This study tries to clarify the concept of loyalty and examines the influence of two relationship marketing concepts, namely overall customer satisfaction and customer trust on customer loyalty in the banking sector in Romania. Business customers in Romania were surveyed using a questionnaire administered via email. A total of 78 firms provided the date for the empirical study. Structural equation modeling (SEM) was used in order to test the model fit and estimate the hypothesized relationships. The results of the empirical study show that overall customer satisfaction and customer trust are significantly related to both dimensions of loyalty, namely customer’s behavioral and attitudinal loyalty. Our findings also reveal that overall customer satisfaction and customer trust are positively and strongly associated. This study reinforces the importance of customer loyalty as a source of sustainable competitive advantage that secures banks with a stable position in the banking sector over time. This paper also presents the limitations of this research, discusses the implication of this study and provides directions for future research.

Suggested Citation

  • Simona-Mihaela TRIF, 2013. "The influence of overall satisfaction and trust on customer loyalty," Management & Marketing, Economic Publishing House, vol. 8(1), Spring.
    • Handle: RePEc:eph:journl:v:8:y:2013:i:1:n:7
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    Citations

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    Cited by:

    1. Ozdemir, Sena & Zhang, ShiJie & Gupta, Suraksha & Bebek, Gaye, 2020. "The effects of trust and peer influence on corporate brand—Consumer relationships and consumer loyalty," Journal of Business Research, Elsevier, vol. 117(C), pages 791-805.
    2. Vithya Leninkumar, 2017. "The Relationship between Customer Satisfaction and Customer Trust on Customer Loyalty," International Journal of Academic Research in Business and Social Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Business and Social Sciences, vol. 7(4), pages 450-465, April.
    3. Andrianto Prasetya Nugroho & Sri Rahayu Hijrah Hati, 2020. "Determinants of Repurchase Intention and Switching Intention: Analysis of Online Travel Agent, Peer-To-Peer Accommodation, and Virtual Hotel Operator Platforms," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 32(1), pages 79-96.
    4. Taškar Sabina & Šebjan Urban, 2015. "Is Trust in Banks in Slovenia Put to the Test?," Naše gospodarstvo/Our economy, Sciendo, vol. 61(3), pages 41-50, June.
    5. Suhail A. Bhat & Mushtaq A. Darzi & Shakir H. Parrey, 2018. "Antecedents of Customer Loyalty in Banking Sector: A Mediational Study," Vikalpa: The Journal for Decision Makers, , vol. 43(2), pages 92-105, June.
    6. Pereira, Hélia Gonçalves & Salgueiro, Maria de Fátima & Rita, Paulo, 2016. "Online purchase determinants of loyalty: The mediating effect of satisfaction in tourism," Journal of Retailing and Consumer Services, Elsevier, vol. 30(C), pages 279-291.
    7. Juan Carlos Fandos-Roig & Javier Sánchez-García & Sandra Tena-Monferrer & Luis José Callarisa-Fiol, 2020. "Does CSR Help to Retain Customers in a Service Company?," Sustainability, MDPI, vol. 13(1), pages 1-21, December.
    8. Radionova-Girsa Elina & Lahiža Agnesa, 2017. "Comparison of E-Trust and Trust Concepts in Online and Offline Dimensions," Economics and Business, Sciendo, vol. 30(1), pages 126-133, April.
    9. M. F. Mpwanya, 2022. "An Empirical Examination of the Overall Customer Satisfaction with the Service Delivery of Mobile Network Operators in South Africa," Global Business Review, International Management Institute, vol. 23(1), pages 20-36, February.

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