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International Journal of Economics, Commerce and Management
United Kingdom Vol. IV, Issue 2, February 2016
Licensed under Creative Common Page 574
http://ijecm.co.uk/ ISSN 2348 0386
DETERMINANTS OF CUSTOMER LOYALTY IN SUB-SAHARAN
AFRICAN BANKING INDUSTRY: AN EMPIRICAL REVIEW
Chacha Magasi
College of Business Education (CBE), Dodoma Campus,
Department of Marketing, Dodoma, Tanzania
magasitz@yahoo.co.uk
Abstract
This study intended to investigate the factors affecting customers’ loyalty in Sub-Saharan
African banking industry. The thoroughly dealt factors were perceived quality, customer
satisfaction, switching cost, customer trust and, customer commitment. An intensive literature
review involving fourteen (14) recent (2009-2015) related literatures were assessed by finding
out the extent to which each factor determined Customer Loyalty in Banking Industry.
Frequencies and percentages of five (5) studied variables were computed and presented in a
table. The findings show that perceived quality, customer satisfaction, and trust are the major
determinants of Customer Loyalty in Sub-Saharan African Banking Industry. The implication is
that banking industry needs to focus on perceived quality, customer satisfaction and trust in
order to improve customer loyalty. The study recommends that measures should be taken by
policy makers to improve the service quality dimensions which in turn can influence positively
customer satisfaction and trust in banking industry.
Keywords: Banking Industry, Customer Loyalty, Customer Satisfaction, Customer Trust,
Customer Commitment
INTRODUCTION
Many commercial banks have been facing severe competition and major customers’ switch off.
Commercial Banks are not only competing among each other; but also with non-banks and
other financial institutions. Most bank product developments are easy to duplicate and when
banks provide nearly identical services, they can only distinguish themselves on the basis of
price and quality. Lack of customer retention has not been profitable for both the banks and their
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clients. Therefore, customer loyalty and hence customer retention is potentially an effective tool
that banks can use to gain a strategic advantage and survive in today’s ever-increasing banking
competitive environment (Manickavasakam, 2012). This is because the banking industry is
significantly proven to be able to contribute on economic growth, both at local and national
levels. One of the functions of banking industry is to keep funds in banking account, fixed
deposit, clearing, and other savings as well as provision of loans to its customers (Chijoriga,
2007). Bank and society are the two components that arrange partnership and inter-dependent
among each. The partnership form between bank and society as expected by the banking firm
is the customer loyalty in the particular bank.
As customer loyalty is considered a vital objective for a firm’s survival and growth,
building a loyal customer base has not only become a major marketing goal, but it is also an
important basis for developing a sustainable competitive advantage (Mandhachitara et al.,
2012). Understanding loyalty cultivation or retention is thus considered to be a key element in
delivering long-term corporate profitability, as profits can be increased over the lifetime of a
customer through his/her retention (Oberseder et al., 2013). Although several researches have
been done on customer loyalty, practitioners and researchers have not clearly identified a
theoretical framework which could identify the factors that can to lead to the development of
customer loyalty (Kandampully, 2015).
From above literatures, switching off customers has been a challenge among the banks.
Thus, customers will continue to defect from one bank to another and this has the cost
implication not only to the customer but also the bank itself (Caroline et al.., 2014). In this case,
the inability of banks to retain customers highlights the factors that result in customer defection
and affecting the banks‟ ability to increase future growth of business. This study intended to
investigate the best strategies that banks can employ to retain the profitable customers so that
they can make the repeat purchase. It investigated the degree to which perceived quality,
customer satisfaction, switching cost, and customer trust and customer commitment influence
the customers’ loyalty to their banks. At the end, the study intended to propose the theoretical
framework of customers’ loyalty towards the banks.
THEORETICAL LITERATURE REVIEW
The SERVQUAL model (Parasuraman et al.,1988) suggests that the differences between
customers’ expectations about the performance of a general class of service providers and their
assessment of the actual performance of a specific firm in that class results in perceptions of
quality. So that the first step in attaining customer loyalty is to determine the level of customer
service through service quality assessment. Brady et al., (2001) found that high degree of
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service quality translates into loyalty. Also, (Aydin et al.,2005) are of a contrary opinion because
they are of the view that service quality is a necessary but not sufficient condition to obtain
customer loyalty. At the same time, dissatisfaction drives customers away and is a key factor in
switching behavior. In this situation, customer satisfaction has been regarded as a fundamental
determinant in maintaining long-term customer relationship behaviors (Anthanassopoulos et al.,
2001). Therefore, enhancing customer satisfaction should be a key driver for banks in
maintaining a long term relationship with their customers. More than half of the bank customers
believe that a relationship of trust with their financial institution is more important than the best
value of money (Ken, 2010). The main benefit of trust is customer loyalty, which in turn leads to
a longer term relationship, great share of wallet, and higher positive word-of-mouth (Pay and
Frow, 2004).
Customer loyalty is the mind-set that persuades a customer either to revisit a company,
shop or outlet to purchase a particular product, service or brand (John, 2010) there again. All
loyal customers build businesses by buying more, paying premium prices, and providing new
referrals through positive word of mouth over time (Ganesh et al., 2000). Customer loyalty is
closely relates to the company’s continued survival, and to a brawny future growth (Khatibi et
al., 2002). Hence, for a company to maintain a stable profit level in a fierce competitive market
striving to retain existing customers is more important than an aggressive one, which expands
the size of the overall market by inducing potential customers (Boohene, 2013). Customer
loyalty and hence retention is the strategic objective of striving to maintain long term
relationships with customers. A high retention rate is equivalent to a low defection rate
(Nwankwo et al.,2013). An effective customer retention strategy not only retains the customer
but also promotes the sales of additional products to that customer as needs arise. The
financial service institutions are focusing on retaining their existing customers and in doing this,
they work on their services provided, develop smarter use of technological use e.g ATM revisit
processes to improve the customer experiences and ensures that the organizational culture
supports retention (Odunlami, 2014). These theories seem to be making some statements, that
customer loyalty brings benefits such as employee retention and satisfaction, better service,
lower cost, lower price sensitivity, positive word-of-mouth, higher market share, higher
efficiency and higher productivity. Available literature seems to suggest that there is no
consensus among researchers regarding the main factors underpinning customer loyalty.
Factors Affecting Customer Loyalty in Banking Industry
The concept loyalty as used here is different to that more common one which too often obliges
scholars to include additional specifications: mental, behavioural, cognitive, affective, conative,
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proactive, and so on. In this context, customer loyalty is defined as the strongest form of relation
between a customer and a firm. Satisfaction, trust, and commitment of the customer are
considered as the focal factors that affect customer loyalty both directly and indirectly.
Perceived Quality
A concept which is very closely related with satisfaction and loyalty is perceived quality, and the
differences between these have not always been very clearly defined. In this study, perceived
quality is defined as an overall judgment and the generally excellent or the superiority evaluated
by customer on the services quality (Zeithaml et al., 1988). It is pointed out that balancing
customer expectation in delivering services quality influenced customer satisfaction towards
services providers (Zeithaml et al.,1996). However, (Zeithaml et al.,1996) stated that perceived
services quality is the difference or comparison of customer expectation with their perceptions of
performance. Recently, researchers have investigated a variety of approaches to measure
perceived quality. However, the implementations of such strategies have been compounded by
the mysterious nature of service quality construct, making it extremely difficult to be defined and
measured (Anadol, 2013). It has also been found that when the perceived value was low,
customers would be more inclined to switch to competing businesses in order to increase
perceived value, thus contributing to a decline in loyalty (Malik, 2012). Further studies indicate
that all the dimensions of service quality have a positive and significant influence on customer
loyalty banking industry (Auka, 2013). However, many of these studies were conducted in
Europe and Asia and only a few in Sub-Saharan Africa.
Customer Satisfaction
Customer satisfaction is a complex process of various aspects, which operate in a coherent
manner and form attitudes of customers towards a banking industry. Customer satisfaction is a
satisfied feeling toward the performance of product/service after they consume or use it (Belás,
2014). In the process of forming customer satisfaction, the economic factors, emotional
attitudes, and habits of consumers are acting. According to (Chavan et al., 2013), bank
business depends very much on the quality of the customer service provided and overall
satisfaction of customers. The former, (Chavan et al., 2013) have further defined eight of the
most important attributes of satisfaction: paying individual attention to each client, personnel
behavior inducing customer trust, attractive bank equipment, zero fees for issuing checks, zero
error records, the possibility of online banking, security of transactions, helpful staff, and
readiness of staff to answer to customer requirements regardless of occupancy. A satisfied
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customer is willing to use the same product despite of the change in price and time (Fraering et
al., 2013).
Switching Cost
Consumers incur one-time costs when switching from one supplier or marketplace to another.
These costs are called switching costs (Porter, 1980). Switching cost is a main reason why
buyers stay with or switch a seller. Most researchers agree that switching costs reduce
switching because they make customers more difficult or costly to change providers (Jones et
al., 2000). Switching costs include not only economic costs but also search costs, transaction
costs, learning costs, loyal customer discounts, customer habit, and emotional cost (Claes,
1992). Another researcher (Lee et al., 2011) identified three types of switching costs:
procedural, financial and relational switching costs (Lee and Chung, 2011). Antecedents of
switching costs include three components: market characteristics, consumer investments and
domain expertise (Lee and Chung, 2011). In prior research, some scholars studied the
antecedents of switching costs on the following components: customer supplier relationship
characteristics and customer relationship (Barroso and Picón, 2012).
Trust
Another factor that is considered to affect customer loyalty is customer trust. Loyalty will occur if
the customers truly trust the bank they make transaction. The growth in the stock of trust
increases the probability of repurchase (Oliver, 1999). This can be interpreted in the light of the
trust placed in the subjectively perceived probability that the expected value will be effective and
on the perception of the transaction costs, both in using the product - or the service - and in the
hypothesis by which the customer also evaluates the option of terminating the relationship .In
business, trust refers to the confidence that one partner, the customer, has in the business’s
reliability and integrity to deliver goods and services (Proctor, 2000). Trust relates to the belief
that a customer has in an honest investment and engagement with the service provider (Peltier
et al., 2006). In the banking context, trust is defined as customer confidence in the quality and
reliability of the services offered by the organization (Garbarino et al.,1999). It becomes the
moral values that are established to enhance their business relationship between banks and
customers. Prior studies find trust to be the core of the relational approach and consider it key to
the development of the notion of commitment in provider-user relationships (Ratnasingam et al.,
2003). Trust is also considered as a key element in establishing long-term relationships with
customers and in maintaining a company’s market share (Urban et al.,2000). Banks should
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focus on how to build the customers trust in order to make the repeat purchase and hence
become loyal to those banks.
Commitment
The third factor that influences customer loyalty is customer commitment to retain valuable long
term relationship with the firm. According to (Morgan et al.., 1994), commitment stems from
trust, shared values and the belief that it will be difficult to find partners that can offer the same
value. Commitment encourages partners to collaborate in order to preserve investments in the
relationship (Morgan and Hunt 1994). Rauyruen et al., (2007) further define commitment as “a
psychological sentiment of the mind through which an attitude concerning continuation of a
relationship with a business partner is formed”. The reasoning is that without high commitment
of the customers, it will not bring about customer loyalty. Besides, customer commitment
mediates the influence of customer satisfaction and customer loyalty (Zafar, 2012). From above
literatures, it can be predicted that if customers are committed to use bank services, they are
likely to make the repeat purchase.
Selected Studies on Determinants of Customer Loyalty in Sub-Saharan African Banking
Industry
In order to address the role of customer satisfaction, trust and commitment on customer loyalty
of commercial banks, a number of studies as shown in (Table 1) were selected and intensively
reviewed and thereafter, the variables for this study were extracted and measured accordingly.
Table 1: Selected Studies on Determinants of Customer Loyalty in Sub-Saharan African
Banking Industry
S/N
Author and Title
Major Research Findings
1.
(Caroline and Elizabeth, 2014).
Determinants of Customer Retention
in Commercial Banks in Tanzania
The study discovered that academics need to incorporate
quality of products provided by the banks together with
pricing of banks products in customer retention models.
2.
(Elly, 2010), Service Quality and
Customers Retention in Tanzania
Commercial Banks.
The research findings revealed that the overall service
quality provided by the commercial banks had a direct
relationship with customer loyalty.
3.
(Auka, 2013). Perceived Service
Quality and Customer Loyalty in Retail
Banking in Kenya.
The results indicated that all the dimensions of service
quality have a positive and significant influence on
customer loyalty in retail banking.
4.
(Onditi, 2012). Implications of Service
Quality on Customer Loyalty in the
Banking Sector in Homabay County,
Kenya.
The study revealed that it is possible to increase
customer loyalty by about 4.6% through manipulating
quality of service.
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5.
(Amimu, 2012). Empirical Investigation
of the Effect of Relationship Marketing
on Banks’ Customer Loyalty in
Nigeria.
The findings revealed that all the four measures of
relationship marketing (service quality, trust, complaint
handling and customer satisfaction) significantly
positively correlated with customer loyalty.
6.
(Narteh, 2013). Determinants of
students’ loyalty in the Ghanaian
banking industry
The study found that satisfaction with bank services,
image of the bank, availability of electronic bank services
and perceived service quality as the determinants of
students’ bank loyalty. Perceived service quality was,
however, not significant in predicting students’ loyalty to
their banks.
7.
(Thanban, 2013). The Role of
Customer Trust and Commitment as
Mediator for the Relation between
Customer Satisfaction and Loyalty at
Central African Banks
The results showed that customer satisfaction only
affects loyalty if the satisfaction is supported by customer
trust. Commitment is found to have no effect on both
customer satisfaction and customer trust toward
customer loyalty.
8.
(Abrahman, 2011). Impact of
Customer Satisfaction on Customer
Loyalty and Intentions to Switch in
Banking Sector of Chad
The results of the study revealed that customer
satisfaction was positively correlated with customer
loyalty and negatively correlated with customer intentions
to switch.
9.
(Boohene, 2013). Factors Influencing
the Retention of Customers of Ghana
Commercial
Bank within the Agona Swedru
The results revealed that on the whole, switching barrier
emerged as the most significant factor influencing
customer retention. This was followed by customer
commitment and customer trust.
10.
(Filip, 2009). Customer Loyalty and its
Determinants in a Banking Service
Environment.
The results found that the level of loyalty is supported by
the level of satisfaction, bank’s attitude towards its own
customers, the level of customer trust, and also by the
level of customer commitment. Customer switching
behaviour is determined in 58% of cases by the high level
of dissatisfaction toward the banks’ policy of price.
11.
Ogonde, A., (2010). Determinants of
Customer Loyalty for the Banking
Sector of Central Kampala
Perceived Quality, Satisfaction, Trust, Switching Cost and
Commitment are the factors which influence the Loyalty
of the customers.
12.
(Jumaev, 2012). Impact of
Relationship Marketing on Customer
Loyalty in the Banking Sector.
From the tests and findings all predictors including
Commitment, Trust, Empathy, Perceived Conflict
Handling, Perceived value have positive Correlation to
Customer's loyalty.
13.
(Mentelembo, 2012).
Service Quality, Customer Satisfaction
and Loyalty: An Empirical Analysis of
Banking Sector in Mozambique
The results of the study show that there is a positive and
significant link between customer satisfaction and
constructs of service quality like tangibility, reliability,
competence conflict handling and further study inferred
that customer satisfaction is positively significant related
to customer loyalty.
14.
(Vuuren, 2012). Customer satisfaction,
trust and commitment as predictors of
customer loyalty within an optometric
practice environment in South Africa.
The findings show that customer satisfaction had the
largest influence on customer loyalty when compared to
trust and commitment (R squared = 0.732; p-value =
0.855). Trust ranked second in terms of its influence on
customer loyalty while commitment had the third-largest
influence on customer loyalty after customer satisfaction
and trust (R squared = 0.53; p-value = 0.728).
Tab 1….
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RESEARCH METHODOLOGY
This paper used a quantitative approach in which descriptive analysis was adopted. An
intensive literature review was conducted in order to extract the most important factors which
affect customer loyalty of banking industry services. Variables in this study were identified from
14 selected literatures in order to measure the most important factors which affect customer
loyalty of commercial Banks. These literatures were selected based on their relevance to the
topic under study and timeliness in which literatures were restricted within 6 recent years (2009-
2015) since (Mashenene et al., 2014) adopted the same approach. A sample of 14 literatures
was viewed sufficient for statistical analysis since (Mohammed et al., 2013) used a sample of 10
literatures to draw up the conclusion. From the literatures, five (5) variables which appeared
frequently were identified and analyzed descriptively and presented in a table after computation
of frequencies and percentages. Five (5) hypotheses were formulated from five (5) identified
variables. These variables were i) perceived quality, ii) customer satisfaction, iii) switching cost,
iv) customer trust, and v) customer commitment. In this study, the decision for determinants of
Customer Loyalty in Sub-Saharan African Banking Industry to be significant was confined to
only variables with scores at least 50% ( Rumanyika et al , 2014) and ( Alnaser et el., 2013).
The paper used a quantitative approach in which descriptive analysis was adopted. An
intensive literature review was conducted in order to extract the factors which determine
customer loyalty in banking industry in Sub-Saharan Africa. To begin with, forty (40) relevant to
customer loyalty were selected for review since (Tundui, 2012) adopted the same approach.
The researcher further selected only twenty (20) literatures which were very relevant to the
subject of study. After reviewing those twenty literatures, the researcher selected fourteen (14)
for final review. These literatures were selected based on their relevance to the topic under
study and timeliness in which literatures were restricted within 6 recent years (2009-2015) since
(Mashenene et al, 2014) adopted the same approach. Variables in this study were identified
from those fourteen literatures in order to identify the strongest factors which affect customer
loyalty in the banking industry. A sample of 14 literatures was viewed sufficient for statistical
analysis since (Almsafir et al., 2013) used a sample of 12 literatures to draw up the conclusion.
From the literatures, five (5) variables which appeared frequently were identified and analyzed
descriptively and presented in a table after computation of frequencies and percentages. Five
(5) hypotheses were formulated from five (5) identified variables. These variables were i)
perceived quality, ii) customer satisfaction, iii) switching cost, iv) customer trust and, v) customer
commitment. In this study, the decision for the factors which determine the customer loyalty in
banking was confined and considered significant to only variables with scores at least 50%
since (Mashenene et al., 2014) and (Mohammed et al., 2013) adopted the similar approach.
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Customer
Loyalty
Customer
trust
Perceived
quality
Customer
commitment
Customer
satisfaction
Switching
cost
Conceptual Framework
Based on the literature review, the study developed a conceptual framework (fig.1) with
independent variables which in this paper are the antecedents of customer loyalty (perceived
quality, customer satisfaction, switching cost, customer trust, and customer commitment) and
the dependent variable is customer loyalty. The assumption of this study is that customer loyalty
is positively affected by perceived quality, customer satisfaction, switching cost, customer trust,
and customer commitment.
Figure 1: Conceptual Framework
Research Hypotheses
From above literature theoretical literature review and developed conceptual framework, the
following hypotheses were developed to investigate whether the proposed independent factors
have an effect on the loyalty as a dependent factor:
H1: Customer’s perceived quality of banking services positively influences customer loyalty. The
underlying assumption was that perceived quality has a significance influence on loyalty.
Also, (Kamau et al, 2014) found that perceived quality was a critical component in cultivating
customer loyalty.
H2: Customer satisfaction of banking services positively influences customer loyalty. Similarly,
(Mohsan et al., 2011) revealed that customer satisfaction was negatively correlated with
customer intentions to switch off.
H3: Customer’s switching costs of banking services positively influence customer loyalty.
Similarly, (Mohsan et al., 2011) revealed that customer satisfaction was positively correlated
with customer loyalty.
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H4: Customer’s trust of banking services positively influences customer loyalty. The underlying
assumption was that trust has a significance influence on loyalty. Also, (Oloko et al., 2014)
revealed that brand trust was a major contributor to customer loyalty.
H5: Customer’s commitment of banking services positively influences customer loyalty. The
researcher, (Bricci, 2015) found that commitment has a positive and direct effect on loyalty.
FINDINGS AND DISCUSSION
Based on the intensive literature review carried out, the most extracted antecedents of customer
loyalty were presented in Table 2. The sign (X) shows that the variables have been found to be
critical antecedents of customer loyalty in the articles selected and intensively reviewed in this study.
Table 2: Factors Determining Customer Loyalty in Sub-Saharan African Banking Industry
Author (s)
Perceived
Quality
Customer
Satisfaction
Switching
Cost
Trust
Commitment
(Caroline and
Elizabeth, 2014)
X
(Elly, 2010)
X
(Auka, 2013)
X
(Onditi, 2012)
X
(Amimu, 2012)
X
X
X
(Narteh, 2013)
X
X
(Thanban, 2013)
X
X
X
Mohd, F et al (2011)
X
Boohene, R. et al
(2013)
X
Filip A., et al (2009)
X
X
X
Ogonde, A., (2010)
X
X
X
Jumaev, M. et al
(2012)
X
X
X
X
X
Mentelembo W,.,
2012)
X
X
Vuuren, T., at el (2012)
X
X
(Msoka Caroline and
Msoka Elizabeth,
2014)
X
X
X
X
Source: Compiled from Literature Review, 2015
Based on Table 2, the most extracted variables are presented in Table 3 to show the frequency
and percentage of variables studied as antecedents of customer loyalty.
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Table 3: Frequencies and Percentages of Factors Determining Customer Loyalty in Banking
Industry in Sub-Saharan Africa.
Variables
Frequency
Percentage
Ranking
Perceived quality
12
100***
1
Customer satisfaction
11
91.7***
2
Switching cost
02
16.7
5
Customer trust
06
50***
3
Customer commitment
04
33.3
4
The results (Table 3) indicate that perceived quality (100%), customer satisfaction (91.7%) , and
customer trust (50%) are the major factors which determine customer loyalty in banking industry
particularly in Sub-Saharan African countries. This means that H1, H2, and H4, are significant
and accepted while H3, and H5 are insignificant and rejected. For this case it can be explained
that whenever the banking industry is established dimensions of service quality (tangibles,
reliability, responsiveness, assurance, empathy and courtesy) have to be maintained at any
time. The results is similar to (Auka, 2013) who found that all the dimensions of service quality
have a positive and significant influence on customer loyalty in retail banking and recommended
that there is a need for bank managers to place an emphasis on the underlying dimensions of
service quality in order to create and maintain customer loyalty. Also, (Caroline et al., 2014)
recommended that for Bank of Tanzania, there is a need to expand monitoring and include
quality of the products provided by banks to determine the sustainability of banking industry.
From the findings, the results show that satisfaction is also an important antecedent of customer
loyalty which means that a lot has to be done to make sure that services delivered can satisfy
the customers. The findings are also supported by (Mohsan et al., 2011) who revealed that
customer satisfaction was positively correlated with customer loyalty and negatively correlated
with customer intentions to switch. In addition, banks have to maintain delivering excellent
services so that customers can trust them. However, switching cost and customer commitment
seem to have no impact on customer loyalty. This findings are consistent to (Subroto and
Rahayu, 2014) whose research result indicates that customers’ satisfaction directly affects
customers’ loyalty through their trust and corporate image, while the switching barrier has no
impact towards customer loyalty although the customer loyalty affects the switching barriers.
The findings suggest that banking industry have to aggressively reinforce their efforts on
improving service quality, customer satisfaction and trust so as to maintain customer loyalty.
The findings contribute to improving customer loyalty within the banking industry and could lead
to larger market share, higher customer retention and greater profitability for the business.
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CONCLUSION AND RECOMMENDATIONS
The purpose of this paper was to examine the determinants of Customer Loyalty in Sub-
Saharan African Banking Industry. This investigation concluded that the variables chosen to
analyze the determinants of customer loyalty can be considered reliable and consistent. This
paper concludes that perceived quality, customer satisfaction, switching cost, customer trust
and, customer commitment are determinants of customer loyalty in banking industry. However,
perceived quality (100%), customer satisfaction (91.7%) and trust (50%) have a significant
critical positive influence on customer loyalty. The implication of these findings is that measures
should be taken by policy makers to improve the service quality dimensions which in turn can
influence positively customer satisfaction and trust in banking industry. The banking sector
needs to comply with deadlines, valuing teamwork, showing experience; financial strength and
post sales service so as retain its customers. It is imperative for the banks to maintain a clear
and transparent relationship with their clients in order to be satisfied and thus loyal.
STUDY LIMITATIONS AND AREAS FOR FURTHER RESEARCH
This study reviewed the past researches to investigate the factors affecting customers’ loyalty in
Sub-Saharan African banking industry. That being the case, it was difficult to establish the
reliability and validity of the data. Furthermore, the reviewed empirical studies came from
different countries which could have the different geographical environment, culture and
consumer behavior. Further research can be done in Tanzania by using the primary data so as
to get the findings and recommendations that fit the Tanzanian context.
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