Purpose

Drawing on customer value theory and the demanding nature of today's customers, this paper examines the moderating effects of competition, as perceived by customers, on the nexus between customer value anticipation (CVA), satisfaction and loyalty.

Design/methodology/approach

Utilizing data from the Ghanaian banking sector, which has been going through some reforms that are changing the banking landscape, the study analyzes data from 587 customers. Respondents were drawn from a cluster of banks within an enclave with different types of customers and epitomize the competitive nature of Ghana's banking sector.

Findings

CVA drives customer satisfaction, attitudinal loyalty and behavioral loyalty among bank customers. However, between attitudinal and behavioral loyalty, customers will be more behaviorally loyal to banks that successfully anticipate their needs than they would be in attitude. The relationships between CVA and satisfaction and loyalty are such that the level of competition among sector players does not alter the effect; thus, when a bank is able to anticipate customer value, customers are going to stay loyal to such a bank irrespective of the competitive offers.

Originality/value

Although the impact CVA has on satisfaction and loyalty is justified in the existing literature, extant research has not systematically examined the influence of external boundary and situational effects on the potency of anticipating customer value in detail. The current study shows the effect of competition on CVA and customer behavioral outcome. The study further concludes that irrespective of competition, banks that are perceived to be high on CVA will have their customers being loyal. This is very important in the development of bank marketing and product innovation strategies.

中文翻译：

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客户忠诚度和价值预期：感知到的竞争是否重要？

目的

基于客户价值理论和当今客户的苛刻性，本文研究了客户感知到的竞争对客户价值预期（CVA），满意度和忠诚度之间关系的调节作用。

设计/方法/方法

该研究利用了加纳银行业的数据，该行业正在经历一些正在改变银行业格局的改革，该研究分析了587个客户的数据。受访者来自飞地中一群拥有不同类型客户的银行，代表了加纳银行业的竞争性质。

发现

CVA可提高银行客户的客户满意度，态度忠诚度和行为忠诚度。但是，在态度忠诚和行为忠诚之间，比起态度上的正确，客户对成功地预测了需求的银行的行为忠诚度更高。CVA与满意度和忠诚度之间的关系使得行业参与者之间的竞争程度不会改变效果；因此，当银行能够预期客户价值时，不管竞争性报价如何，客户都将忠于该银行。

创意/价值

尽管在现有文献中证明了CVA对满意度和忠诚度的影响是合理的，但现有研究尚未系统地研究外部边界和情境影响对预期客户价值潜力的影响。当前的研究显示了竞争对CVA和客户行为结果的影响。该研究进一步得出结论，不管竞争如何，被认为CVA较高的银行将使其客户忠诚。这对于银行营销和产品创新策略的发展非常重要。