Business, Management and Accounting
8 years ago

Customer loyalty impacts negative word-of-mouth and repurchase intentions in banking.

Journal of Marketing Management
The Impacts of Customer Loyalty on Negative Word-of-Mouth Communication and Repurchase Intention
Bunyamin Topcu, Adnan DUYGUN

Paper Summary

Companies are focusing on customer loyalty to stay competitive. Loyalty programs help create strong bonds with customers, leading to increased revenues. Banks are offering co-branded credit cards to boost customer loyalty. Customer loyalty can impact negative word-of-mouth and repurchase intentions, especially in the service industry like banking.

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