Investigating online banking predictors of customer retention in the retail banking sector: the mediating effect of brand love

Mangolele, Amukelani
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With the downscaling of physical presence because of the rise of digital banking, banks are challenged to innovate in a sector where customer churn seems to thrive, making it a challenge to retain customers. Because switching service providers is relatively easy, online customers are expensive to acquire and difficult to retain. Customer retention can result in significant benefits for companies, such as reduced operating costs and increased revenue through referrals. The study aims to investigate online banking predictors on customer retention in the retail banking sector. This study applied a quantitative approach and used a self-administered survey. A non-probability quota sampling technique was implemented with a sample size of 300. The study used a 5-point Likert scale. A non-probability convenience sampling technique was adopted with a sample size of 300. The findings reveal that online banking trust has no influence on influence customer experience. Moreover, the results indicate that online banking service quality, information quality and customer engagement positively affect customer experience. The findings of the study also suggest that customer experience has an influence on brand love and no influence on customer retention. The results reveal a positive relationship between customer experience and customer satisfaction; customer satisfaction and brand love; brand love and customer retention; and customer satisfaction and customer retention. Lastly, the results reveal that brand love mediates the relationship between customer experience and customer retention. This research study aims to contribute to financial services marketing and relationship marketing literature. Additionally, this research is of benefit to the banking industry in the field of digital banking.
A research report submitted in partial fulfilment of the requirement for a Degree of Master of Commerce in Marketing to the Faculty of Commerce, Law and Management, School of Economics and Finance at the University of the Witwatersrand, 2022