Loyalty patterns in corporate banking: insights gained from analysing willingness to recommend and share of wallet concepts

Abstract

The concept of loyalty in retail banking has been widely addressed within the marketing literature. Nevertheless, although corporate clients generate substantial bank revenues, only a limited number of studies have been carried out to improve understanding of loyalty patterns among corporate clients of differing sizes. The study described in the present paper aimed to identify the key antecedents of willingness to recommend (WTR) and share of wallet (SOW). The research also scrutinised the impact of employee numbers as a potential moderator in relationships between WTR/SOW, and their antecedents (service quality, image, service price, and customer satisfaction). The findings indicate that in almost all cases the number of employees has no moderating effect on these relationships. Finally, the research suggests that the degree of WTR and SOW for micro/small enterprises is significantly stronger compared with medium/large enterprises.

Keywords:

• loyalty
• willingness to recommend
• share of wallet
• corporate banking

Acknowledgement

This research has been supported by the Serbian Ministry of Science and Technological Development – Grant number 41010.