Beyond satisfaction: customer attachment to retail banks

Purpose - This research paper seeks to investigate the different types of attachment that customers develop towards retail banks. Design/methodology/approach - The approach blends literature reviews, in addition to qualitative and quantitative methods. The primary research programme analyses data from seven focus groups, 39 one-on-one interviews and 1,058 individual consumer questionnaires. Findings - Identifies three forms of positive attachment, based on three different foundations: the credibility of the organisation, compatibility between the values of the organisation and those of the consumer, and interpersonal or relational considerations. Presents a statistically valid and reliable scale that can be used to measure these three forms of attachment. Also identifies other forms of customer-bank attachment grounded on less positive associations, including inertia and alienation. Originality/value - The scale can be used to identify customer-organisational attachment profiles that transcend or complement customer satisfaction, and provide a basis for relationship longevity.