Abstract

This study explores the factors that shape brand loyalty, with particular attention to the mediating role of customer perceived value (CPV) in the context of commercial banks. It is based on the Stimulus-Organism-Response (S-O-R) theory, aiming at evaluating the impact of specific factors, including “electronic word of mouth (eWOM),” “corporate social responsibility (CSR),” and “service consistency (SC),” on brand loyalty (BL), as well as the mediating role of CPV. The study sample consists of 420 customers using services of commercial banks through various channels. Smart PLS-4 was used for the analysis of the data collected. The study findings indicate that “CSR” and “SC” have a positive impact on CPV. More specifically, the relationship between these two factors and BL is positively mediated by CPV. Nonetheless, no significant relationship was found amongst CPV, eWOM, and BL. This intriguing result lays the groundwork for several managerial implications to enhance customer brand loyalty towards commercial banks.

Keywords

EWOM, CSR, Service Consistency, Customer Perceived Value, SOR Theory, Brand Loyalty,

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References

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