Customers’ emotional reactions in the banking industry

Purpose – The purpose of this paper is to identify antecedents and consequences of customers’ emotional reactions in the banking industry. In this context, a model based on segmenting all variables into three segments is proposed. Design/methodology/approach – The research was conducted on a sample of 211 respondents. Data analysis was conducted in AMOS 18. In order to assess the overall model fit, confirmative factor analysis (CFA) was used. To test the research hypotheses, a structural equation model was used. Findings – The research results indicate that trust, social bonds, image and service quality are statistically significant drivers of satisfaction. Of these variables, only service quality has no significant impact on affective commitment. Trust stands out as the variable with the greatest impact on customer emotional responses. Satisfaction is also an important determinant of customers’ behavioral intentions. Practical implications – Results of the present study indicate that management should pay considerable attention to strengthening intangible elements that imply the development of long-term relationships with clients. Originality/value – By designing a new model that includes antecedents and consequences of emotional reactions of customers, the present research contributes to theory in the field of services marketing. The model is characterized by its three-tier structure, whereby satisfaction and affective commitment occupy a central position.