Roberts-Lombard, Mornay, Makanyeza, Charles, Jaiyeoba, Olumide and Svotwa, Tendai Douglas (2024) Revisiting the delight-loyalty link in a retail banking context-an emerging marketing perspective. African Journal of Economic and Management Studies. ISSN 2040-0705 (doi:https://doi.org/10.1108/AJEMS-06-2023-0211)

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Abstract

Purpose
This study uses relationship marketing theory to explore affective and calculative commitment as mediators in the delight–loyalty link. Furthermore, it investigates the role of perceived employee service delivery skills, perceived value and trust in the relationships between delight, affective commitment, calculative commitment and loyalty.
Design/methodology/approach
A descriptive research approach was applied, and the data were collected from 332 retail banking customers in an emergent market who are overall satisfied with their bank. A self-administered questionnaire collected data from 332 respondents who adhered to the stipulated requirements to participate in the study. These respondents were selected through purposive and convenience sampling. The constructs’ interrelationships were analysed via structural equation modelling. The measurement and structural models were also assessed.
Findings
Affective and calculative commitment and delight impact loyalty. Both affective commitment and calculative commitment were found to mediate the relationship between delight and customer loyalty.
Research limitations/implications
The study enhances an understanding of the role of affective and calculative commitment in strengthening the delight–loyalty link from a relationship marketing theory perspective.
Practical implications
The study provides guidance to the retail banking industry in emerging markets on the importance of affective and calculative commitment in strengthening the delight–loyalty link. It further informs retail banks of the need to provide banking customers with products and service value that exceed their expectations to strengthen their future commitment and loyalty to their bank.
Originality/value
Guided by relationship marketing theory, the role of affective and calculative commitment in mediating the delight–loyalty link in an emerging market context is uncovered.

Item Type:	Article
Uncontrolled Keywords:	perceived employee service delivery skills; perceived value; trust; delight affective commitment; calculative commitment; loyalty
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HB Economic Theory H Social Sciences > HG Finance
Faculty / School / Research Centre / Research Group:	Faculty of Business
Related URLs:	Publisher
Last Modified:	14 May 2024 12:34
URI:	http://gala.gre.ac.uk/id/eprint/47006

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