Academy of Accounting and Financial Studies Journal (Print ISSN: 1096-3685; Online ISSN: 1528-2635)


Enhancing Sustainability in Banking Industry: Factors Affecting Customer Loyalty

Author(s): Helen S.M. Wong, Raymond K.H. Wong, Sherry Leung

With the development of technology, banking industry is adopting cognitive computing to improve her products and services. This research provides references regarding consumers’ behaviour and preferences in the current banking industry. Specifically, the relationship between customer satisfaction, switching costs, brand preference and customer loyalty which have shown effects in profitability will be studied. Nine hypotheses were proposed for testing and primary data was collected for analysis. Structural equation modeling was employed to examine the proposed mediation model. Among nine hypotheses, seven of them were supported. The present study seeks to go beyond previous studies in mature customers, investigating the dynamics among customer satisfaction, brand preference, switching costs and customer loyalty which provides valuable insights to banks for enhancing sustainability and profitability.