Article: An explanatory study of predictive factors of customer retention with Cypriot retail banks Journal: International Journal of Economics and Business Research (IJEBR) 2024 Vol.27 No.1 pp.127 - 150 Abstract: This paper aims to investigate the impact of relational constructs on the intention of Cypriot retail banking customers to sustain a loyal banking custom. It aims to identify factors that repress switching behaviour or positively influence customers to stay with their current banking provider. The study's conceptual underpinning is based on seven relational constructs that deter customer switching intention and lead to customer retention, namely: satisfaction, affective commitment, continuance commitment, normative commitment, attitudinal loyalty, behavioural loyalty, and trust. An online survey based on self-completed questionnaires was used in the vicinity of Cyprus. The data analysis revealed that affective commitment and attitudinal loyalty are important motivators for customers to stay with their current banking providers. Behavioural loyalty and continuance commitment were not found to be significant predictors of staying. In conclusion, attitudinal bonds and affective commitment seem to matter more in staying with a bank than switching costs, habitual purchasing and trust. Inderscience Publishers - linking academia, business and industry through research

Title: An explanatory study of predictive factors of customer retention with Cypriot retail banks

Authors: Maria Georgiou; Sofia Daskou; Michailina Siakalli; Athanasios Anastasiou

Addresses: Neapolis University Pafos, 2 Danais Avenue, 8042 Paphos, Cyprus ' Neapolis University Pafos, 2 Danais Avenue, 8042 Paphos, Cyprus ' Neapolis University Pafos, 2 Danais Avenue, 8042 Paphos, Cyprus ' University of Peloponnese, Erythrou Stavrou 28 & Karyotaki, 22131, Tripolis, Greece

Abstract: This paper aims to investigate the impact of relational constructs on the intention of Cypriot retail banking customers to sustain a loyal banking custom. It aims to identify factors that repress switching behaviour or positively influence customers to stay with their current banking provider. The study's conceptual underpinning is based on seven relational constructs that deter customer switching intention and lead to customer retention, namely: satisfaction, affective commitment, continuance commitment, normative commitment, attitudinal loyalty, behavioural loyalty, and trust. An online survey based on self-completed questionnaires was used in the vicinity of Cyprus. The data analysis revealed that affective commitment and attitudinal loyalty are important motivators for customers to stay with their current banking providers. Behavioural loyalty and continuance commitment were not found to be significant predictors of staying. In conclusion, attitudinal bonds and affective commitment seem to matter more in staying with a bank than switching costs, habitual purchasing and trust.

Keywords: staying intention; relational constructs; switching; satisfaction; loyalty; commitment; trust.

DOI: 10.1504/IJEBR.2024.136166

International Journal of Economics and Business Research, 2024 Vol.27 No.1, pp.127 - 150

Received: 19 Mar 2023
Accepted: 31 Jul 2023
Published online: 19 Jan 2024 *

Title: An explanatory study of predictive factors of customer retention with Cypriot retail banks

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