Enhancing bank loyalty through sustainable banking practices: The mediating effect of corporate image

Nicholas Igbudu, Zanete Garanti, Temitope Popoola

Research output: Contribution to journalArticlepeer-review

Abstract

As the demand for a more sustainable society increases, adopting a sustainable banking approach serves as a competitive advantage for banks that are focused on attaining bank loyalty. This study revolves around understanding the role of sustainable banking practices in bank loyalty while exploring the mediating effect of corporate image on the relationship between sustainable banking practices and bank loyalty. For this study, 511 questionnaires derived from customers of the banking sector were adopted. Results from structural equation modeling showed that sustainable banking practices positively and directly affected bank loyalty and corporate image, corporate image directly and positively affected bank loyalty, and corporate image also mediated the relationship between sustainable banking practices and bank loyalty.

Original languageEnglish
Article number4050
JournalSustainability (Switzerland)
Volume10
Issue number11
DOIs
Publication statusPublished - 5 Nov 2018
Externally publishedYes

Keywords

  • Bank loyalty
  • Corporate image
  • Sustainable banking

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