International Journal of Bank Marketing

Emotional brand attachment: a factor in customer-bank relationships

Shalom Levy Hayiel Hino
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Shalom Levy Hayiel Hino , (2016)," Emotional brand attachment: a factor in customer-bank
relationships ", International Journal of Bank Marketing, Vol. 34 Iss 2 pp. 136 - 150
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IJBM
34,2
136
Received 14 June 2015
Revised 4 August 2015
Accepted 26 August 2015
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International Journal of Bank
Marketing
Vol. 34 No. 2, 2016
pp. 136-150
Emerald Group Publishing Limited
0265-2323
DOI 10.1108/IJBM-06-2015-0092
The current issue and full text archive of this journal is available on Emerald Insight at:
www.emeraldinsight.com/0265-2323.htm
Emotional brand attachment:
a factor in customer-bank
relationships
Shalom Levy and Hayiel Hino
Department of Economics and Business Administration,
Ariel University, Ariel, Israel
Abstract
Purpose The purpose of this paper is to evaluate the relationship between customers emotional
attachment toward bank service providers and bank loyalty. In particular, the study examines the
impact of the emotional attachment factor while treating established effecting variables by employing
a new conceptual framework that integrates these variables.
Design/methodology/approach The study employs data collected from a survey involving 436
participants. The study employs Exploratory Factor Analysis and Confirmatory Factor Analysis methods
following a path analysis method and structural equation modeling for testing research hypotheses.
Findings The empirical results support the claim that the conceptual framework applied in this
study better explains the relationship between customers emotional attachment toward bank service
providers and bank loyalty. Specifically, the findings show a significant, direct and positive
relationship between the customers emotional attachment and bank loyalty; an indirect positive
relationship also exists through the connection of customer satisfaction. The study distinguishes
between two integrated pathways consumers possibly follow when making decisions about services:
the conscious decision-making process path and the emotional process path.
Practical implications The paper provides managerial and planning implications to bank service
providers who seek to achieve excellent performance and a positive brand personality, thus
maintaining long-lasting relationships with their customers.
Originality/value The study is among the few empirical works to specifically examine the impact
of customers emotional attachment on bank loyalty and contributes to the available literature in that it
suggests a systematic conceptual framework that evaluates the impact of key factors on bank loyalty.
Keywords Satisfaction, Service quality, Loyalty, Brand attachment, Emotions towards the bank
Paper type Research paper
Introduction
Strong and intensive business competition, escalating marketing costs, lack of financial
knowledge, and lack of trust among customers, as well as customers switching
intentions have led banking service providers to change the way they perceive their
marketing policy. Moreover, the focus of marketing efforts has also changed from
transaction-based relations to the initiation, establishment, and maintenance of long-
term relationships with customers. Special emphasis is now placed on developing long-
term bonds with customers, thereby building trust, commitment, and loyalty a type of
brand-based emotional attachment due to the guiding paradigm of relationship
marketing (Morgan and Hunt, 1994). Currently, banks as brands are investing a vast
amount of financial resources in customers long-term welfare in order to build a unique
sense of value and generate emotional brand attachment in customers. This, in turn,
has enabled great brands to establish a strong emotional connection with their
customers. These emotional bonds go beyond general service quality, generating
strong customer-brand relationships. Furthermore, the emotional values of sympathy,
empathy, and love could also help in creating brand differentiation. Thus, one of the
 potential objectives of this practice is for customers brand emotions to influence their Emotional
behavioral decisions. In other words, being emotionally involved means having a brand
trust-based relationship with the brand, as well as being committed to continuing this
relationship, praising, and supporting the brand (Thomson et al., 2005).
attachment
The above discussion raises two important questions: first, does this establishment
of emotional brand attachment have a positive effect on customers loyalty in the
context of the banking service sector? The second question deals with the extent to 137
which an emotional brand attachment would comprise an established antecedent of
customer loyalty, similar to other antecedents, such as customer satisfaction and
service quality. While most prior studies agree that customer satisfaction and service
quality are the main important causes for establishing consumer loyalty (Szymanski
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and Henard, 2001), there are indications that customer satisfaction alone is not enough
to retain customers and maintain their loyalty (Lam et al., 2004; Aldlaigan and Buttle,
2005), especially in the current age of information technology, when many bank
customers go digital (Kassim and Abdullah, 2008; Levy, 2014).
A handful of recent empirical studies have focussed on customers emotional attachment
in regard to brand management (Thomson et al., 2005; Park et al., 2010; Orth et al., 2010;
Malr et al., 2011; Grisaffe and Nguyen, 2011). However, so far only little attention has been
given to the service industry (Vlachos et al., 2010), particularly as it relates to the banking
service sector (Aldlaigan and Buttle, 2005). Furthermore, previous research has mainly
examined antecedents of emotional attachment, while scant attention has been given to the
emotional attachment construct as an influencing factor in consumers long-lasting brand
relationships. Accordingly, the purpose of the present study is to outline a conceptual model
integrating the emotional attachment variable, together with established variables as
effecting factors in customers bank loyalty. Next, the model will be empirically tested.
Finally, conclusions and implications for theory and management are discussed.
The present study is a first attempt to understand the impact of emotional attachment
on customers bank loyalty by employing a new research approach dealing with
emotional attachment aspects, together with selected established variables, such as
satisfaction, trust, and service quality. In particular, the intent of this paper is to highlight
the role played by emotional factors typically associated with customer behavior, and to
explain how they motivate customer loyalty in regard to the banking service sector. This
is an important extension of the existing research, and is expected to provide useful
insights for both bank service providers and scholars. For bank service providers, it is
critically important to understand the determinants of customer bank loyalty as well as
consumers long-lasting brand relationships. Given the current fierce and intensive
business competition, this may be a first step in the struggle for their survival. For
researchers studying customer loyalty to service providers, the current study is an
attempt to understand consumers decision-making behavior by employing a new
research approach. This is expected to contribute a systematic and comprehensive
conceptual framework that identifies the key determinants of customers loyalty
decisions and the impact of such behaviors on the future of the bank services sector.

Theoretical background
Creating and maintaining customer loyalty has increasingly become a strategic
necessity over the last decades (Ganesh et al., 2000). Consumer loyalty plays a central
role in the relationship marketing literature (Christopher et al., 2004) and is connected to
the companys business continuity and profitability (Ganesh et al., 2000), as it predicts
future purchase behavior (Reichheld, 1993; Knox and Denison, 2000).
 IJBM The concept of customer loyalty has been extensively discussed in previous marketing
34,2 literature (see e.g. Day, 1969; Oliver, 1999; Reinartz and Kumar, 2002; Srinivasan et al., 2002;
Shankar et al., 2003; Floh and Treiblmaier, 2006). Customer loyalty has been defined
as a deeply held commitment to repeat purchasing of a particular product or service (Oliver
1999; Homburg and Giering 2001; Rundle-Thiele, 2005). Loyal customers have favorable
attitudes toward the service provider (Srinivasan et al., 2002) and are also more inclined to
138 recommend a favored service provider to other customers (Reinartz and Kumar, 2002).
Thus, it is recognized that basically we are dealing with the concept of a customer's
favorable attitude, repeat purchase behavior, and recommendation to others.

Emotional attachment and customer loyalty

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One of the things that motivate customers to choose and connect to a certain product or
service is emotions. The emotional connection between a company and its customers is
formed gradually. We live in an emotional world, where feelings influence our decisions
(Berry, 2000). For this reason, marketers often try to create an emotional connection
between their brands and their customers. The possibility that customers can develop
emotional connections to brands is suggested and supported in the academic literature
(Berry, 2000; Thomson et al., 2005). This approach is based on Bowlbys (1979)
attachment theory, which suggests that the degree of emotional attachment to an object
predicts the nature of the individuals interaction with that object (Thomson et al., 2005).
Although attachment theory focusses on human relationships, previous research studies
indicate that consumers may attribute human characteristics to brands, and may have a
relationship with brands, just as they do with people (Aaker, 1997; Fournier, 1998). As
such, its reasonable to assume that customers emotional connection to a brand might
predict their commitment and loyalty to that brand (Thomson et al., 2005).
Emotional attachment is a construct that reflects a mental state or feeling connected or
attached to the brand a holistic feeling toward the brand. According to Berry (2000, p. 134):
Great brands always make an emotional connection with the intended audience. They
reach beyond the purely rational and purely economic level to spark feelings of closeness,
affection, and trust. Emotional attachment is the outcome of long-term relationships
between service providers and customers, occurs during the service experience (Phillips
and Baumgartner, 2002), and is a result of the companys holistic marketing efforts.
Customer emotions have been recognized as an important factor in customer judgment
(Pham et al., 2001), satisfaction (Yu and Dean, 2001; Phillips and Baumgartner, 2002), and
behavioral intentions (Bloemer and de Ruyter, 1999; Ladhari, 2007).
In the context of the banking service sector, the long-term efforts of service
providers to build up brand personality and create an emotional connection with their
customers may lead to customer loyalty and a long-lasting relationship. Thus, we
suggest that emotional attachment leads to customers bank loyalty. Accordingly, we
formulate the following hypothesis:
H1. Customers emotional attachment with their bank will positively correlate with
their bank loyalty.
Next, we discuss a number of established antecedents influencing consumer loyalty
and suggest an integrated conceptual framework.

Customer satisfaction and service quality

Customer satisfaction refers to a subjective derived evaluation of a product or service and
reflects a post-usage evaluation of service quality, given pre-service expectations.
 The conceptual basis of this practice resides in the expectation-dis/confirmation theory Emotional
(Oliver, 1980; Bhattacherjee, 2001b) and perceives satisfaction primarily as a psychological brand
state resulting when the surrounding emotions disconfirm expectations (Oliver, 1981).
From this perspective, satisfaction is the result of emotional and cognitive evaluation
attachment
processes about service quality.
Despite the close relationship between satisfaction and service quality, these
constructs are perceived to be distinct and are comprised of different elements (Cheng 139
and Yang, 2013; Oliver, 1993a; Parasuraman et al., 1985). Moreover, complementary
service quality seems to be another related key factor derived from comparing the
perceived quality of the provided service with the customers expectations (Parasuraman
et al., 1988). Service quality is the outcome of a consumers perceived judgment about a
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service providers overall excellence or superiority (Parasuraman et al., 1985). Service

quality represents overall consumer requirements for most kinds of services. That is, this
factor may not be specific to bank service providers, but will serve as a basic consumer
requirement in every qualified service (An and Noh, 2009; To et al., 2013).
Studies indicate that consumer satisfaction contains emotional components
(Liljander and Strandvik, 1997; Martin et al., 2008; Oliver and Westbrook, 1993;
Yu and Dean, 2001). Satisfaction relates to customers feelings toward the product or
service (Anderson, 1973; Bhattacherjee, 2001a). Researchers have suggested that
consumer satisfaction acts as an emotional reaction to consumption experience (Oliver,
1993b; Mano and Oliver, 1993). A perceived higher level of service quality, which
strives to go beyond the customers expectations, can create a positive emotion of
pleasant surprise and delight among customers, leading to higher satisfaction levels
(Ndubisi and Wah, 2005; Rust and Oliver, 2000; Oliver et al., 1997; Oliver and
Westbrook, 1993; Westbrook and Oliver, 1991).
Satisfaction is acknowledged as a key determinant of customer loyalty (Szymanski
and Henard, 2001). Customers intention to continuously use their bank services is
determined by their satisfaction level (Bhattacherjee, 2001a; Srinivasan et al., 2002).
Specifically, researchers found a positive relationship between satisfaction and bank
loyalty (Homburg and Giering, 2001; Floh and Treiblmaier, 2006). Additionally, service
quality has been considered a promoter of customer loyalty and retention (Zeithaml
et al., 1996; Parasuraman et al., 2005). However, other studies found that the relationship
between service quality and customer loyalty was via customer satisfaction (Caruana,
2002; Lewis and Soureli, 2006). In this case, satisfaction has a mediating role in the
effect of service quality on customer loyalty (Kaura et al., 2015). In addition, Floh and
Treiblmaier (2006) found a banks service quality to be an antecedent of overall
satisfaction, and overall satisfaction to be an antecedent of loyalty. These direct and
indirect combined path effects of service quality on customer loyalty were further
recognized and reported in various studies (Cronin et al., 2000; An and Noh, 2009;
Ladhari et al., 2011).
Considering banks service providers, the above discussion suggests mutual
relationships between a banks service quality, customer satisfaction, customers
emotional connection to the bank, and customers bank loyalty. Therefore, we propose
the following hypotheses:
H2. Customers satisfaction with their bank will positively correlate with their bank
loyalty.
H3. Customers emotional attachment with their bank will positively correlate with
their satisfaction with their bank.
 IJBM H4. Perceived service quality will positively correlate with customers bank loyalty.
34,2 H5. Perceived service quality will positively correlate with customers emotional
attachment to their bank.
H6. Perceived service quality will positively correlate with customers satisfaction
with their bank.
140 Trust
There is a consensus that trust is a key element in assessing consumer behavior (Bttner
and Gritz, 2008), and is considered to be one of the key factors in relationship marketing
theory (Flavin and Guinalu, 2006; Garbarino and Johnson, 1999; Morgan and Hunt,
1994). Trust refers to the expectation that the trustee will behave in the best interests of
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the trustor (Yousafzai et al., 2003). In the service industry context, trust relates to
customers expectations and beliefs that their service provider will carry out actions as
promised. This has been conceptualized as the consumers confidence in a companys
reliability and integrity (Morgan and Hunt, 1994), and hence its trustworthiness.
Customers trust is subject to their experience and evaluation of company actions
(Moorman et al., 1993). Trust is significantly influenced by customer satisfaction
(Moorman et al., 1993; Singh and Sirdeshmukh, 2000), and also has an effect on customer
loyalty (Morgan and Hunt, 1994; Singh and Sirdeshmukh, 2000). Customers who trust
their bank may be inclined to be more satisfied with their service provider (Marinkovic
and Obradovic, 2015), have positive feelings toward the bank, and tend to remain loyal.
Based on the preceding research observations, the following hypotheses were
formulated:
H7. Perceived service quality will have a positive correlation with customers trust.
H8. Customers trust will positively correlate with customers bank loyalty.
H9. Customers trust will positively correlate with customers emotional attachment
to their bank.
H10. Customers trust will positively correlate with customers satisfaction with
their bank.
Figure 1 illustrates the relationships suggested in this study. Involvement was added
as an exogenous variable, since emotions are related to a customers involvement level
(Thomson et al., 2005). In order to experience emotion, people must be involved;

Exogenous

Involvement

Emotional H1
H9 attachment
H8
H3
H10 H2
Trust Satisfaction Bank loyalty

Figure 1. H7 H5
H6
The proposed H4
conceptual model Service quality
 indifferent people dont love or hate. The concept of involvement refers to a consumer's Emotional
subjective feeling of personal relevance (Celsi and Olson, 1988), and accounts for the brand
extrinsic effect of customers interest (Thomson et al., 2005).
attachment
Methodology
Sample: data were collected through a survey among customers of Israeli bank service
providers. A key criterion for participation was being a service bank customer. 141
Questionnaires were e-mailed through convenience sampling, using undergraduate
students who distributed the questionnaire among various bank customers.
Confidentiality and anonymity were assured. Participants were all experienced
customers who use various bank service providers; most (56 percent) of the survey
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participants belong to relatively large banks, 28 percent belong to medium-sized banks,

and 16 percent belong to small banks. Overall, 436 usable responses were analyzed in
this study (displaying a response rate of 55 percent). Participants included males and
females (54 and 46 percent, respectively). More than 84 percent of the participants were
between 22 and 42 years of age, and the mean age was 32 (SD 10.3). Most
respondents were well educated: more than 61 percent of the participants have a college
or university degree. As for income, 35 percent have a below-average income, 33
percent earned an average income, and 32 percent have an above-average income.
Measurement: the survey instrument consisted of the study variables measures. Six
constructs were drawn based on research literature and formulated to fit the present
study (see Table I). Most of these scale items were gathered from previous studies,
while a few items were phrased based on the literature review carried out in the present
study. Scale items for bank loyalty were taken from Ganesh et al. (2000). Emotional
attachment with the bank scale items were original items based on Thomson et al.
(2005) and Malr et al. (2011), and were phrased to capture facets of emotional
attachment such as affection, connection, and bond. Customer satisfaction scale items
were taken from Oliver and Svan (1989). Service quality scale items were partly
adopted from Oliver and Svan (1989) and partly are original items that were phrased to
capture the perceived delivery of the service. Finally, trust scale items were adopted
from Doney and Cannon (1997) and Suh and Han (2003). We added involvement as an
independent variable to account for the extrinsic affect of customers interest (Thomson
et al., 2005). The involvement scale items were adopted from Zinkhan and Locander
(1988). Respondents were asked to indicate their level of agreement with different
statements. All constructs were measured using a five-point Likert scale, ranging from
1 strongly disagree, to 5 strongly agree.

Results
Validity and reliability: first, the items were subjected to an Exploratory Factor
Analysis with Varimax rotation; items that did not demonstrate high internal validity
(acceptable loading) were eliminated. Next, a factor analysis was run using principal
component analysis with Varimax rotation, for the remaining items. Although loyalty
and satisfaction are treated as different constructs, the items were scored in the same
factor. Thus, loyalty and satisfaction items were separately checked using
Confirmatory Factor Analysis (CFA). The results confirm the two-construct
treatment ( 2 value (9) 19.38, p o 0.05 ( 2/df, less than 3); Comparative Fit Index
(CFI) 0.995; Normed Fit Index (NFI) 0.991; Root Mean Square Error of
Approximation (RMSEA) 0.051). Further, the results of a one-construct model
yield a poorer fit. Then, all measurement items were further validated using CFA.
 IJBM Variables and items Std. loading* AVEa Cronbachs s CRb
34,2
Bank loyalty 0.53 0.77 0.77
Generally, I would recommend my bank services to my
friends and family 0.88
I am likely to make negative comments about my bank to
c
my friends and family 0.60
142 In the near future, I intend to use more of the services
provided by my bank 0.67
Emotional attachment 0.73 0.91 0.95
I have a unique relationship with my bank 0.82
I identify with what my bank stands for 0.81
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I feel a sense of belonging in regard to my bank 0.82

I am proud to be a customer of my bank 0.90
I am highly regarded by my bank 0.91
My bank fits my personality 0.87
Satisfaction 0.74 0.92 0.92
It was a wise decision to take advantage of my
banks services 0.81
I am satisfied with my banks services 0.90
My banks services have done a good job for me, so far 0.85
My banks services have really pleased me 0.87
Service quality 0.58 0.84 0.87
I get excellent service at my bank 0.83
I am very taken with my banks services 0.87
My banks employees are very friendly to me 0.69
My banks employees are highly experienced 0.62
Trust 0.61 0.86 0.86
My bank is trustworthy 0.84
My bank fulfills its obligations to customers 0.77
My bank is concerned with its customers best interests 0.68
I have confidence in my bank 0.82
Involvement 0.66 0.88 0.90
I am involved with banking services 0.88
I make maximum use of my banking services 0.84
Table I. I understand banking services at a high level 0.75
Confirmatory factor I am highly interested in banking services, relative to
analysis: items other people 0.77
measurement Notes: aAverage variance extracted; bComposite reliability; cReverse coded. *Standardized
properties coefficients, p o0.001

The results confirm the constructs ( 2 value (244) 468.35, p o 0.05 (2/df, less than 2);
CFI 0.974; NFI 0.948; RMSEA 0.046). The CFA shows that scale items loaded
satisfactorily on the relevant latent variables (see Table I). All loadings were
statistically significant and above 0.5, providing support for the scales reliability and
content validity (Hair et al., 2010). Convergent validity, discriminant validity, and
internal consistency were examined using the following measurements: Cronbachs ,
Average Variance Extracted (AVE) and Composite Reliability (CR), displaying
acceptable validity and reliability of the measurements. Table I illustrates the items
standardized loading, AVE, Cronbach s, and CR for the model components. Means
were then calculated and examined for each factor. The relationships among constructs
are presented in Table II. Comparing the square ofthe correlation estimate between any
 pair of these constructs with the AVE values reveal greater values for AVE in all cases, Emotional
further verifying the constructs discriminant validity. brand
Model testing: path analysis was conducted using AMOS 19 and structural equation
modeling, based on the maximum likelihood approach (using correlation matrixes of
attachment
the variance measurement). Involvement is also included as an exogenous variable.
The overall fit statistics (goodness of fit measures) exhibit an acceptable level of fit
(2 value (4) 1.67, p 0.796; CFI 1.000; NFI 0.999; RMSEA 0.000), indicating 143
that the path model is valid. The path model, regression standardized coefficients, and
their significance are illustrated in Figure 2. The model demonstrates the variables
direct and indirect effects on bank loyalty. These model variables accounted for
56 percent of the total variance of bank loyalty (R2 0.56).
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Table III shows the direct and indirect effects of the independent variables, as well as
the results of the hypotheses testing. As has been noted, there is a significant positive and
direct relationship between emotional attachment with the bank and customers bank
loyalty ( 0.213); however, it also shares an indirect relationship with customers bank
loyalty ( 0.099) through customers satisfaction. Therefore, emotional attachment with
the bank shares a total relationship of 0.312 with bank loyalty. Customers emotional
attachment with the bank also has a positive and direct significant relationship with
customer satisfaction ( 0.184). Customer satisfaction has the highest effect with a
significant positive and direct relationship with customers bank loyalty ( 0.536).
Service quality has direct and indirect relationships with customers bank loyalty
( 0.091, 0.469, respectively, and total relationship of 0.560); it has direct and
indirect relationships with customer satisfaction ( 0.411 and 0.271, respectively),

Variable Mean SD 2 3 4 5 6

1. Loyalty 3.45 0.93 0.722* 0.571* 0.569* 0.563* 0.168*

2. Satisfaction 3.63 0.87 0.579* 0.688* 0.666* 0.180*
3. Emotional attachment 2.64 1.09 0.511* 0.638* 0.271*
4. Service quality 3.83 0.78 0.633* 0.177*
5. Trust 3.49 0.82 0.151* Table II.
6. Involvement 3.10 1.05 Descriptive statistics
Notes: n 436. aPearson correlations. * o0.01 and correlationsa

0.45
0.17** Emotional 0.21**
Involvement
attachment
0.18**
0.52** 0.18** 0.58
0.56
0.29** 0.54**
Trust Satisfaction Bank loyalty

0.63** 0.16**
0.41**
Service quality
0.09* Figure 2.
The proposed
Notes: aParameters are standardized parameter estimates (only conceptual model
path analysis
significant paths are displayed). R2 are in the right corner. resultsa
*p < 0.05; **p < 0.01
 IJBM
Hypotheses Standardized effect Regression weights (direct)
34,2 Total Direct Indirect Estimate CR p

H1 Emotional attachmentBank loyalty Y 0.312 0.213 0.099 0.183 5.38 o0.001

H2 SatisfactionBank loyalty Y 0.536 0.536 0.000 0.571 11.41 o0.001
H3 Emotional attachmentSatisfaction Y 0.184 0.184 0.000 0.148 4.52 o0.001
144 H4 Service qualityBank loyalty Y 0.560 0.091 0.469 0.109 2.04 o0.05
H5 Service qualityEmotional attachment Y 0.484 0.157 0.327 0.219 3.38 o0.001
Table III. H6 Service qualitySatisfaction Y 0.682 0.411 0.271 0.463 10.08 o0.001
Hypotheses tests: H7 Service qualityTrust Y 0.633 0.633 0.000 0.667 17.04 o0.001
direct and indirect H8 TrustBank loyalty N 0.315 0.000 0.315
relationships of the H9 TrustEmotional attachment Y 0.516 0.516 0.000 0.685 11.24 o0.001
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variables H10 TrustSatisfaction Y 0.383 0.288 0.095 0.307 6.35 o0.001

and direct and indirect relationships with emotional attachment with the bank
( 0.157 and 0.327, respectively). In addition, service quality also shares
a significant positive and direct relationship with trust ( 0.633). Trust has a
ignificant positive and direct relationship with emotional attachment with the bank
( 0.516); it has direct and indirect relationships with customer satisfaction ( 0.288
and 0.095, respectively), but only an indirect relationship with customers bank
loyalty ( 0.315) both through the emotional attachment with the bank and customer
satisfaction variables. Thus, H1, H2, H3, H4, H5, H6, H7, H9, and H10
were accepted, while H8 was rejected, since trust has no direct relationship with
bank loyalty.
In addition, the results also indicate that there are positive and direct correlations
between customers involvement and emotional attachment with the bank ( 0.167),
as well as involvement and service quality ( 0.177).

Discussion and conclusions

In this study, we suggested a conceptual framework and empirically examined the role
that customers emotional attachment with their branded bank has on their bank
loyalty. We found that emotional attachment has a direct and indirect positive effect on
bank loyalty, demonstrating a total effect of 0.312; which means that emotionally
involved customers are more loyal to their bank. This is consistent with findings from
previous studies showing that loyal customers are more likely to be satisfied with their
service provider, maintain long-lasting relationships with their bank, and spread
positive remarks and comments about their bank by word-of-mouth (Bloemer and de
Ruyter, 1999; Ladhari, 2007; Marinkovic and Obradovic, 2015). This study also
suggests that bank loyalty is directly and highly affected by satisfaction (see e.g.
Bhattacherjee, 2001a; Srinivasan et al., 2002; Floh and Treiblmaier, 2006). As indicated,
the more satisfied customers increase their emotions toward the bank, the more loyal
and committed to the bank they become. This perception is associated with the direct
positive relation found between satisfaction and both emotional attachment and bank
loyalty. The direct positive relationship between emotional attachment and bank
loyalty also indicates that positive emotions toward the bank might temporarily retain
dissatisfied customers and maintain their loyalty. In line with previous studies, we also
found that emotional attachment and satisfaction are results of service quality (Oliver,
1980; Oliver and Westbrook, 1993; Liljander and Strandvik, 1997) and trust (Moorman
et al., 1993; Morgan and Hunt, 1994; Singh and Sirdeshmukh, 2000).
 Theoretical and practical implications Emotional
This study raises some theoretical and practical implications. First, it enhances our brand
understanding of the antecedents of customers bank loyalty. Second, it distinguishes
between two integrated pathways consumers possibly follow when making decisions
attachment
about products or services. The conscious decision-making process path in which
consumers follow a rational and cognitive evaluation process in their decision making
(Caruana, 2002) has been represented by the service quality-satisfaction paths. The 145
emotional process path in which the consumers follow affective or emotional
processes (Elliott, 1998) has been represented by the emotional attachment path.
Third, the study contributes to the support of attachment theory. The proposed
theoretical framework identifies determinants of customer loyalty and describes the
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manner in which each determinant affects the customers decision-making process. The
study also introduces a model for assessing customer loyalty in the banking services
sector, develops testable hypotheses, and shows how these may be used to guide a
systematic analysis of the state of customer-service provider relationships in any
particular setting. Finally, the study contributes to a growing body of research on
customer loyalty in the general services sector. Moreover, it is among the few empirical
works to specifically examine the impact of customers emotional attachment on bank
loyalty. The empirical insights it provides will add to the existing body of literature on
the various factors affecting both customer loyalty and long-lasting relationships with
service providers.
The study results provide valuable insights and practical implications for policy
makers. In the banking service sector, the bank, as a company, is the primary brand;
thus, perceived service quality plays a greater role in determining customers bank
value (Berry, 2000). As brands, bank service providers need to look for ways to
emotionally connect to their customers through excellent performance and a positive
brand personality. A sustainable relationship is based on strong foundations built
through unmediated personal, human-based connection, and not just on an advertising
campaign. These types of relationships are based on experienced quality service
(Zeithaml et al., 1993), associated with feelings of closeness, affection, and trust.
Customer-bank relationships are personal, emotional, and feeling based. Positive
feelings lead to satisfaction; positive emotional attachment leads to long-term
relationships and maintains customer loyalty. Emotionally involved customers, who
have strong connections toward their branded bank, will repress temporary
dissatisfaction with service quality and maintain a long-lasting relationship with
their bank service providers.
The study also encourages differentiating banking service treatment. Mayer and
Tormala (2010, p. 443) posit that: People can vary in their underlying cognitive or
affective orientations and that this distinction has important implications for
persuasion. Thus, service should be personally oriented and suited to the customers
personal cognition. The messages directed toward a customer should be in line with the
way he or she perceives the world. Messages geared toward a feeler, who is more
emotional, should be more affective; on the other hand, messages for a thinker, who
sees the world in cognitive terms, should be more cognitive in order to be more
persuasive (Mayer and Tormala, 2010).
The study results also provide valuable insights for banking service customers.
The essence of the awareness that as experienced long-term customers we are
emotionally attached to our service provider will improve our rational objective
judgment which, in turn, enhances efficiency during decision-making processes.
 IJBM Furthermore, being attached means we are part of a brand community. On the one
34,2 hand, we are expected to let our service provider off the hook, at times of expressed
dissatisfaction or when feeling powerless during negotiation, and yet continue being a
loyal customer of this service provider. However, on the other hand, as loyal customers
we expect unique relationships and demand extra treatment for being part of the
branded bank community and in exchange for our loyalty.
146
Limitations and future research
While this study increases our understanding of the role of the emotional attachment
dimension in creating customer loyalty in the banking services sector, it is subject to
some limitations related to the generalization of the findings; however, these
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limitations, in turn, can indicate avenues for future research. First, the present study
focussed on selected antecedents of customer bank loyalty. However, given that
consumers relationships with service providers in the banking service sector are more
complex, future research should further examine the effect of additional constructs,
such as switching costs and service perceived value (Burnham et al., 2003; Yang and
Peterson, 2004). Another possible research direction would be to explore antecedents of
customers long-lasting relationships with service providers, and assess their impact on
customer loyalty. Regarding the customer long-lasting relationships dimension, few
variable sets have been studied to date, providing only a partial understanding of the
phenomenon. There are many other factors yet to be studied in a systematic fashion,
particularly benefit and utility aspects associated with consumer-service provider
relationships. Introducing these antecedents would entail the use of a new set of
concepts, which could then be applied to future research, to explore their impact on
various topics pertaining to customer loyalty. Next, though it is a common practice, the
convenience sample of the current study could be another limitation which needs to be
addressed in future research. Therefore, for increased generalization, the study
framework should be further tested under more random or representative sample
settings. Finally, this study has limited the empirical testing of the hypothesized effects
to one services sector (the banking sector), which might affect the generalizability of the
results. This can be remedied with the inclusion of other service fields of interest, not
least of which is the insurance services sector.

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About the authors

Dr Shalom Levy is a Lecturer of Marketing at the Department of Economics and Business
Administration, Ariel University, Israel. He was previously a faculty member of the School of
Business Administration at Bar-Ilan University, Israel. Prior to this, he worked as a Media
Manager and Head of Planning and Research in advertising companies. His research interests
focus on consumer behavior, advertising in general, interactive media, and brand image. His
work has been published in such journal as Marketing Letters, Journal of Services Marketing,
Journal of Advertising Research and International Journal of Advertising. Shalom Levy is the
corresponding author and can be contacted at: shalom@ariel.ac.il
Dr Hayiel Hino is a Lecturer at the Department of Economics and Business Administration,
Ariel University, Israel. His research interests include international retailing, modernization in
emerging economies, and international marketing. His research has appeared in journals such as
the European Journal of Marketing, Journal of Macromarketing, Journal of Retailing and
Consumer Services, and Journal of Internet Commerce.

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