Enhancing Bank Loyalty through Sustainable Banking Practices: The Mediating Effect of Corporate Image

Igbudu, Nicholas; Garanti, Zanete; Popoola, Temitope

doi:10.20944/preprints201810.0305.v1

2018

DOI: 10.20944/preprints201810.0305.v1

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Enhancing Bank Loyalty through Sustainable Banking Practices: The Mediating Effect of Corporate Image

Nicholas Igbudu¹,

Zanete Garanti²,

Temitope Popoola³

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 on bank loyalty, while exploring the mediating effect of corporate image in the relationship between sustainable banking practices and bank loyalty. 511 data derived from customers of the banking sector was adopted for this study. Result from the s… Show more

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Cited by 12 publications

References 46 publications

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Green Trend in International Banking Business: Opportunities for Ukraine

Zapotichna¹

2024

ЕУ

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The main forces influencing the bank's decision to switch to green banking are systematized, the potential for its growth in Ukraine is identified. Green banking in developing countries is explored, taking into account the growing need for finance to combat climate change in this group of countries. The conceptual and categorical apparatus of green finance research is improved due to the presentation of the author's approach to the interpretation of the "green bank" category, which is understood as a bank that, in both its credit and investment activities, gives priority to environmental protection over profit maximization. Based on the analysis of the latest scientific research, the systematic identification and classification of factors influencing the bank's decision to switch to green banking, which include economic (bank competition) and non-economic (ecological, cultural, moral, political) factors, are improved. It is concluded that the motives and pressure on banks for their switch to green banking have, unlike the factors, more subjective nature and are closely related to the future benefits or losses that each specific bank plans to receive or incur as a result of such switch. The ultimate goal of most motives is to increase the value of the bank, but political and economic motives for expansion and various non-economic goals of some international banks should be factored in, since they can significantly limit the effect of the market mechanism in the banking systems of recipient countries and lead to increased instability. Motives (risk avoidance, cost reduction, reputation improvement, profit maximization) are proposed to be identified as positive incentives for banks to switch to green banking, and pressure (regulatory or governmental; from stakeholders, customers and employees) as negative ones. Opportunities and challenges for international banking business in the process of the switch to green banking are considered. In the context of global trends in the development of international banking business, the development potential of green banking in Ukraine is analyzed.

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Green Trend in International Banking Business: Opportunities for Ukraine

Zapotichna¹

2024

ЕУ

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The Impact of Brand Equity on Conversion Behavior in the Use of Personal Banking Services: Case Study of Commercial Banks in Vietnam

Nguyen

2021

JRFM

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The brand equity of banks plays a crucial role in determining customer behavior of using their services. The study aims to examine the impact of brand equity on conversion behavior in the use of personal banking services at commercial banks in Vietnam. The paper uses quantitative research methods, through linear SEM (Structural Equation Modelling) analysis, with survey data including 554 samples of individual customers of commercial banks. The study’s findings show that the bank’s brand equity has a negative impact on the behavior of individual customers. In the relationship between these two factors, competitive advertising effectiveness and loyalty of customers act as intermediary factors. On that basis, the study makes a number of recommendations to preclude customers leaving and minimize business losses caused by the conversion of customers’ banks. The findings of this study have shown the importance and impact of brand equity on conversion behavior in the use of personal customer services. These are meaningful contributions both theoretically and practically to help banks get a deeper insight into brand equity and the need to pay attention to building and developing sustainable brand equity for the bank, as well as an important basis for further research.

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Sustainability Performance. A Comparative Analysis in the Polish Banking Sector

Korzeb

Samaniego‐Medina

2019

Sustainability

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This article analyses the Polish banking sector’s involvement with sustainable development through a multidimensional evaluation applying the technique for order preference by similarity ideal solution (TOPSIS) method with different weight vectors. Our results highlight numerous shortcomings in the sustainability performance of commercial banking activities. In fact, there was backsliding during the analysed period (2015–2017), which suggests that supporting sustainability performance was not one of the priorities of the Polish banking sector. However, we found a dichotomy between national and foreign banks. The government-owned banks and national banks showed greater commitment to this issue than did the banks with foreign capital. This finding suggests that banks with foreign capital were not fully interested in sponsoring activities aimed at sustainable development.

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Enhancing Bank Loyalty through Sustainable Banking Practices: The Mediating Effect of Corporate Image

Cited by 12 publications

References 46 publications

Green Trend in International Banking Business: Opportunities for Ukraine

Green Trend in International Banking Business: Opportunities for Ukraine

The Impact of Brand Equity on Conversion Behavior in the Use of Personal Banking Services: Case Study of Commercial Banks in Vietnam

Sustainability Performance. A Comparative Analysis in the Polish Banking Sector

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