Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/288858 
Year of Publication: 
2022
Citation: 
[Journal:] Cogent Business & Management [ISSN:] 2331-1975 [Volume:] 9 [Issue:] 1 [Article No.:] 2082015 [Year:] 2022 [Pages:] 1-20
Publisher: 
Taylor & Francis, Abingdon
Abstract: 
Customer experience, satisfaction and word-of-mouth intention contribute a crucial part in enhancing customer loyalty in the banking sector. This study examines the moderators of the effect of customer experience, satisfaction and word-of-mouth intentions on customer loyalty. Data were collected from bank customers (n = 650) using a structured questionnaire through a cross-sectional survey in Harare, Zimbabwe. Customer experience, satisfaction and word-of-mouth intention were found to have a direct positive effect on loyalty. Age was found to moderate the effect of customer satisfaction on loyalty. However, gender, education and income did not moderate the effect of customer satisfaction on loyalty. These results contribute to the existing body of services marketing literature. Banks are advised to consider customer experience, satisfaction, word-of-mouth intention and age when designing strategies to improve customer loyalty.
Subjects: 
customer loyalty
customer satisfaction
banking
customer experience
word of mouth intention
Persistent Identifier of the first edition: 
Creative Commons License: 
cc-by Logo
Document Type: 
Article

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