Estudo meta-analítico sobre lealdade do cliente bancário: consolidando antecedentes e moderadores

Abstract

Over the course of several decades, the escalation in competitiveness and market transformations has underscored the significance of cultivating customer loyalty. Within the banking sector, a service-centric segment that serves a heterogeneous global consumer base, grasping the fundamental elements that impact loyalty assumes paramount importance. Hence, this study employs a correlation analysis grounded in meta-analysis principles random-effects model. This comprehensive approach encompasses an aggregate of 1.365 effect sizes, distributed across 275 distinct studies, and involves the participation of over 134.000 banking customers. The findings illuminate that the bedrock of banking loyalty emanates predominantly from customer satisfaction, which serves as its foremost precursor. Nevertheless, transcending the realm of satisfaction, the analysis revealed that the most potent predictors of banking loyalty include corporate image, empathy, commitment, trust, responsiveness, privacy, and perceived value. Furthermore, an additional nine constructs hold the capacity to exert a moderate influence on the construction of loyalty. Via the application of meta-regression analysis, it was possible to establish that the dimension of collectivist culture operates as a moderator in the relationship between trust and perceived quality in relation to loyalty. Similarly, a country's level of femininity acts as a moderator in the trust-loyalty relationship. In addition to these cultural moderators, it was observed that the higher a country's Human Development Index, the greater its influence on the satisfaction-loyalty relationship. From a theoretical standpoint, this meta-analytical investigation holds substantive implications for the field of loyalty literature, furnishing empirical generalizations concerning the potency of its antecedents and systematically evaluating potential moderators across a diverse array of countries and studies. In essence, this study methodically arranges a comprehensive field of previously examined theories on banking customer loyalty, discerningly categorizing the most extensively explored antecedents throughout the course of years of research. With regard to managerial implications, this investigation furnishes significant insights for managers within banking institutions, empowering them to strategize effectively for distinct markets. Furthermore, it presents case illustrations drawn from prominent banks, thereby exemplifying the tangible influence wielded by individual influential predictors and the moderating factors affecting customer loyalty in the realm of banking.