IMPACT OF DIGITAL MARKETING CHANNELS ON CUSTOMER LOYALTY IN THE BANKING SECTOR

Authors

Keywords
customer loyalty; customer satisfaction; digital channels; digital innovation; consumer behaviour.

Summary
Globally, digital sales in the personal banking sector are increasing, as well as the investment of banking institutions in digitalization. Being inspired by these trends, the objective of this study, set by the authors, is to explore the potential of digital marketing channels to influence customer loyalty in the banking sector, creating additional benefits for the customer. It is argued that the use of digital marketing channels in retail banking can have a positive effect on customer loyalty. Three main benefits of using digital marketing channels in the banking sector have been outlined - saving money, saving time and convenience in managing banking products. These benefits are included in a conceptual model that implies direct influence of perceived benefits from digital banking to customer loyalty, as well as indirect effect through customer satisfaction. The validity of the model is tested by using a structural equation modelling method and non-parametric procedures are applied for parameter estimation. It has been found that the perceived benefits of using digital innovations in banks' marketing channels have an indirect effect on customer loyalty by influencing customer satisfaction. Satisfaction with the use of digital channels, in turn, promotes loyal customer behaviour. The verified model is valid both for clients using the services of only one bank and for clients of more than one bank.

JEL: М31.
Pages: 33
Price: 3 Points

More titles

  • CHARACTERISTICS OF FRAUD AND PERPETRATORS OF FRAUD

    The development of economic processes and activities raises the need for adequate knowledge and skills related to fraud detection. The relevance of the study is related to the continuous change and development of the means and approaches used by the control bodies, the emerging phenomena and processes requiring innovative thinking and the ...

  • EVALUATION OF CONVERGENCE IN SOCIAL PROTECTION EXPENDITURE IN THE EUROPEAN UNION

    The purpose of this paper is to evaluate the degree of convergence across the EU Member States in social protection expenditure for the period 2008-2016 by using statistical and econometric approaches for measuring convergence. This is achieved by accomplishing several tasks: presentation of theoretical concepts and statistical and econometric ...

  • DEEP NEURAL NETWORKS FOR DETECTION OF CREDIT CARD FRAUD

    This publication presents research on the possibility of using Deep Neural Net-works (DNNs) for detection of credit card fraud. The research is based on an open da-taset and aims to determine how the varying number of hidden layers and other archi-tectural parameters (width of each layer, activation functions) affects training and predictive ...