A relationship marketing perspective on delight, its antecedents and outcomes in a banking context

IF 4 Q2 BUSINESS

European Business Review Pub Date : 2023-02-20 DOI:10.1108/ebr-09-2022-0170

Tendai Douglas Svotwa, Charles Makanyeza, M. Roberts-Lombard, O. Jaiyeoba

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引用次数: 1

Abstract

Purpose This study aims to explore the influence of surprise and delight on the loyalty intentions of retail banking customers in an emerging market context. This study also considers the moderating effect of trust on these relationships. Design/methodology/approach Using convenience and purposive sampling methods, data collection was secured from 350 customers in the retail banking industry who are delighted with their banks. Findings This study found that for delightful experiences to occur, customers need to be surprised and see value in the product/service offered by the retail bank, coupled with the expertise of employees in delivering the service. Research limitations/implications The sample’s demographic profile was mostly skewed towards the younger generation (individuals 20–39 years of ages), meaning the results could be biased towards this group. Practical implications Retail banks need to create delightful experiences, as they are more memorable and leave a permanent mark in customers’ minds. Originality/value Limited studies have explored the relationship between delight, its antecedents and outcomes in a developing African market context, such as Botswana, hence the contribution of this study to literature.

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从关系营销的角度看快乐，它的前因和结果在银行环境中

目的本研究旨在探讨新兴市场背景下惊喜与愉悦对零售银行客户忠诚意向的影响。本研究还考虑了信任对这些关系的调节作用。设计/方法/方法采用方便和有目的的抽样方法，从350名对自己的银行感到满意的零售银行业客户中收集数据。这项研究发现，为了获得愉快的体验，客户需要惊喜，看到零售银行提供的产品/服务的价值，以及提供服务的员工的专业知识。研究局限性/意义样本的人口统计特征主要偏向于年轻一代(20-39岁的个体)，这意味着结果可能偏向于这一群体。实际意义零售银行需要创造愉快的体验，因为它们更令人难忘，并在客户心中留下永久的印记。原创性/价值有限的研究探索了在发展中的非洲市场背景下，如博茨瓦纳，快乐，其前因和结果之间的关系，因此本研究对文学的贡献。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

European Business Review BUSINESS-

CiteScore

8.30

自引率

4.80%

发文量

期刊介绍： Articles should cover the key business disciplines - management, leadership, marketing, logistics, strategy, quality management, entrepreneurship, business ethics, international business, operations management, manufacturing, accounting and finance - specifically relating to experiences and reflections of interest to business and academia worldwide.