Innovative Strategies to Maximize Customer Loyalty in the Banking System: A Systematic Review

Elizabeth Mayuri-Ramos, Esli Sichem Almazan-Rivera, Miguel Angel Jesus-Cardenas, Franklin Cordova-Buiza

Producción científica: Libro o Capítulo del libro Contribución a la conferenciarevisión exhaustiva

Resumen

Customer loyalty in financial organizations can be assessed by observing virtual interaction, physical interaction, and service interaction. Loyalty in the banking sector is a consequence of customer convenience, good service received and good image of social responsibility to the environment. For this reason, the aim of the research is to analyze the studies that have been conducted in the scientific literature regarding innovative approaches and strategies of loyalty in the banking system between the years 2018 and 2023. To achieve the collection of information, 4 reliable databases were used: Scopus, Redalyc, Science Directc and Scielo, from which 22 scientific articles with relevant information on the topic were extracted, information systematized by journal, author, databases, year and country is presented. The most used database was Scopus followed by Science Directc and the year where the most was published was 2022, highlighting several publications in the journals Sustainability and Management and Accounting Review. The results show how financial organizations can develop their approaches and strategies to maximize the loyalty of their active customers, which translates into increased market share. It is highlighted that trust and commitment tend to have a positive and significant effect on bank customer loyalty. In conclusion, loyalty in the financial system plays a very important role as it allows them to be active in a competitive market, in addition to creating brand evangelist customers who will recommend the services to others.

Idioma originalInglés estadounidense
Título de la publicación alojadaProceedings of the 18th European Conference on Innovation and Entrepreneurship, ECIE 2023
EditoresFernando Moreira, Fernando Moreira, Shital Jayantilal
EditorialAcademic Conferences and Publishing International Limited
Páginas587-595
-9
ISBN (versión digital)9781914587825
EstadoIndizado - 2023
Evento18th European Conference on Innovation and Entrepreneurship, ECIE 2023 - Porto, Portugal
Duración: 21 set. 202322 set. 2023

Serie de la publicación

NombreProceedings of the European Conference on Innovation and Entrepreneurship, ECIE
Volumen1
ISSN (versión impresa)2049-1050

Conferencia

Conferencia18th European Conference on Innovation and Entrepreneurship, ECIE 2023
País/TerritorioPortugal
CiudadPorto
Período21/09/2322/09/23

Nota bibliográfica

Publisher Copyright:
© 2023 Academic Conferences and Publishing International Limited. All rights reserved.

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