The role of communication and trust in explaining customer loyalty An extension to the ECSI model

The role of communication and trust in explaining customer loyalty An extension to the ECSI model Loyalty has, over the past decade, become a crucial construct in marketing, and particularly in the burgeoning field of customer relationship management. This paper shows that customer loyalty can be explained to a substantial degree by customer satisfaction, trust, and communication, and shows the direct and indirect effects among those constructs and other constructs in an extension of the European Customer Satisfaction Index (ECSI) model. Both ECSI model and the extended model are estimated with data from a survey carried out among customers of the banking sector. Within the limitations of the study, the theoretical and managerial implications of these findings are discussed. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png European Journal of Marketing Emerald Publishing

The role of communication and trust in explaining customer loyalty An extension to the ECSI model

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Publisher
Emerald Publishing
Copyright
Copyright © 2004 Emerald Group Publishing Limited. All rights reserved.
ISSN
0309-0566
DOI
10.1108/03090560410548979
Publisher site
See Article on Publisher Site

Abstract

Loyalty has, over the past decade, become a crucial construct in marketing, and particularly in the burgeoning field of customer relationship management. This paper shows that customer loyalty can be explained to a substantial degree by customer satisfaction, trust, and communication, and shows the direct and indirect effects among those constructs and other constructs in an extension of the European Customer Satisfaction Index (ECSI) model. Both ECSI model and the extended model are estimated with data from a survey carried out among customers of the banking sector. Within the limitations of the study, the theoretical and managerial implications of these findings are discussed.

Journal

European Journal of MarketingEmerald Publishing

Published: Sep 1, 2004

Keywords: Customer satisfaction; Customer loyalty; Communication; Trust

References

  • Does service failure influence customer loyalty?
    Buttle, F.; Burton, J.
  • Developing buyer‐seller relationships
    Dwyer, R.F.; Schurr, P.; Oh, S.
  • The relationship of customer satisfaction, customer loyalty, and profitability: an empirical study
    Hallowell, R.
  • The impact of technology on the quality‐value‐loyalty chain: a research agenda
    Parasuraman, A.; Grewal, D.
  • The Qualitative Satisfaction Model
    Strauss, B.; Neuhaus, P.
  • The employee‐customer satisfaction chain in the ECSI model
    Vilares, M.; Coelho, P.
  • Service quality, profitability and the economic worth of customers: what we know and what we need to learn
    Zeithaml, V.

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