Interrelationships and consequential effects among technological innovation, service consistency, customer satisfaction and loyalty in banking

Abstract

The key to long-term success in banking is consistent improvement and delivering of quality product and or value-added service that conform to the expectations of customers. IT-innovative products/services and processes (technological innovation) facilitate these key elements of customer satisfaction and critical factors for retaining valued customers. The objective of this paper is to explore the effects of technological innovation on service consistency and the consequential effects on customer satisfaction and loyalty covering seven universal banks in Ghana. The results of the empirically tested model reveal new/improved product/process functionalities, service consistency and innovative product/process satisfaction contribute significantly to customer loyalty (p < 0.001). Service consistency has a marginal higher impact (β = .373) on customer loyalty than the others. Product/process quality contributes significantly (with β ranging from .345 to .742 and p < 0.001) to each of the above three antecedents than all other items.