Customer experience and customer loyalty in retail multichannel banking: A mediation Analysis

Kiliswa, Nancy Gathoni and Mugova, Shame (2025) Customer experience and customer loyalty in retail multichannel banking: A mediation Analysis. European Journal of Management Issues, 33 (1). ISSN 2519-8564

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Official URL: https://mi-dnu.dp.ua/index.php/MI/article/view/495

Abstract

Purpose –This paper examines whether customer experience has an influence on customer loyalty in a multichannel banking environment.

Design/methodology/approach – The study used a sample of 466 bank customers in Durban, South Africa. Data from the survey of the bank customers was analysed using Partial Least Squares Structural Equation Modelling (PLS-SEM), and a theoretical model was created and empirically tested.

Findings – The study findings indicate that the relationship between customer experience and customer loyalty is mediated by service quality and customer satisfaction. The theoretical model developed indicates that customer loyalty can be achieved by improving customer experiences, enhancing service quality and improving customer satisfaction.

Research limitations/implications – The implication is that banks must exploit ways of improving customer experience as well as leveraging on customer satisfaction and service quality to enhance loyalty.

Originality/value: The success of service companies depends on their ability to build a loyal customer base, which can be achieved by delivering customer experiences that blend the different channels.

Item Type:	Article
Dates:	Date Event 1 February 2025 Accepted 3 February 2025 Published Online
Uncontrolled Keywords:	Banking, Customer Satisfaction, Multichannel, Retail Banking, Service Channels, Service Quality
Subjects:	CAH17 - business and management > CAH17-01 - business and management > CAH17-01-02 - business studies
Divisions:	Faculty of Business, Law and Social Sciences > College of Business, Digital Transformation & Entrepreneurship
Depositing User:	Gemma Tonks
Date Deposited:	25 Mar 2025 13:31
Last Modified:	25 Mar 2025 13:31
URI:	https://www.open-access.bcu.ac.uk/id/eprint/16261