Determinants of Attitudinal Loyalty in Retail Banking

This paper tests a conceptual model by drawing on the relationship marketing theory and the brand attitude literature. Two specific research aims were explored. First, the authors tests the mediating role of brand credibility in the relationships between its antecedents and attitudinal loyalty. Second, the moderating role of satisfaction in the relationships between information sharing, customer orientation and brand credibility were explored. Quantitative data generated from 332 experienced users of banking services in Nigeria formed the final database. The study contributes to brand attitude literature and loyalty theory by demonstrating that over and above the simple significant positive effects of information sharing, customer orientation, and brand credibility on attitudinal loyalty, brand credibility transmits the effects of information sharing and customer orientation onto attitudinal loyalty.