了解银行业的客户忠诚度:系统审查和元分析
Long Kim1, Teerasak Jindabot2, Sook Fern Yeo3,4
1Center of Excellence in Logistics and Business Analytics (LOGBIZ), School of Accountancy and Finance, Walailak University, Thailand.
Heliyon
|September 16, 2024
概括
在银行业实现高客户忠诚度需要优质的金融产品和服务. 关键驱动因素包括满意度,信任和服务质量,在金融科技时代显著转向电子银行业务.
科学领域:
- 商业和经济学 商业和经济学
- 营销 营销 营销 营销 营销
- 信息系统信息系统信息系统
背景情况:
- 客户忠诚度对于在竞争激烈的市场中保留客户至关重要.
- 银行必须提供优质的产品和服务,以确保客户的满意度和忠诚度.
- 银行业随着技术进步和消费者行为变化而不断发展.
研究的目的:
- 提高银行业对客户忠诚度的理解.
- 确定影响银行业客户忠诚度的关键因素.
- 分析银行业客户忠诚度研究的演变.
主要方法:
- 进行了一项全面的文献研究.
- 选择了来自Web of Science和Scopus (2012-2024) 的149篇关于银行客户忠诚度的研究文章.
- 通过系统和元分析 (PRISMA) 准则的首选报告项目,最终确定了44篇文章进行分析.
主要成果:
- 银行业的客户忠诚度最常被研究在印度,其次是印度尼西亚,南非,越南,加纳,巴西,巴基斯坦,土耳其,伊朗和中国.
- 满意度,信任,服务质量,形象,承诺,可靠性,感知价值,道德考虑,感知实用性和客户体验显著影响忠诚度.
- 关于客户忠诚度的研究已经从一般银行转向电子银行消费,特别是在银行5.0和金融科技影响的背景下.
结论:
- 营销经理可以利用这些发现来改进金融产品和服务,从而增加客户的忠诚度.
- 了解电子银行和金融技术的不断变化的格局对于未来的客户忠诚度策略至关重要.
- 确定了客户忠诚度的驱动因素,为银行提供了一个框架,以提高客户的保留和满意度.
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