Revisiting brand performance metrics and its impact on customer loyalty in Indian banking sector: role of relational quality and duration

What is it about?

The purpose of the study is to revisit brand performance metrics (brand affinity, brand content & knowledge; brand image, brand ethics and brand value) and evaluate the moderated mediation effect of relationship quality and relationship duration in brand performance and customer loyalty relationship in an Indian banking context. The research model was tested in the Indian banking sector. The primary data was collected from the 1000 account holders of five Indian public and private banks. The data was analyzed using exploratory factor analysis, confirmatory factor analysis structural equation modeling and Hayes process.The study established brand performance metrics as a four-dimensional structure comprising brand affinity, brand content & knowledge, brand image, brand ethics and brand value. The brand performance metrics significantly positively impact relational quality and customer loyalty. Further results also prove the existence of moderated mediation effect on brand performance metrics and customer loyalty link and portray that the impact of brand performance metrics on customer loyalty is mediated by the relational quality and influenced by relationship duration. The study is confined to the Indian banking sector. It did not examine the dimension-wise impact of brand performance indicators on relational quality and customer loyalty. Future research is required to explore their influence in banking and other sectors. The study is a maiden attempt to assess the effect of brand performance metrics on customer loyalty in the presence of relational quality and at the value of relationship duration/length.

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