Revisiting the delight–loyalty link in a retail banking context – an emerging market perspective
Mornay Roberts-Lombard,
Charles Makanyeza,
Olumide Jaiyeoba
et al.
Abstract:PurposeThis study uses relationship marketing theory to explore affective and calculative commitment as mediators in the delight–loyalty link. Furthermore, it investigates the role of perceived employee service delivery skills, perceived value and trust in the relationships between delight, affective commitment, calculative commitment and loyalty.Design/methodology/approachA descriptive research approach was applied, and the data were collected from 332 retail banking customers in an emergent market who are ov… Show more
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