With new banks entering the South African market and consumers generally not satisfied with their current bank, brand loyalty in the banking sector is receiving greater attention. A gap in the literature exists regarding the issues of bank loyalty and their antecedents in South African retail banking because of the few studies available in the South African context, the new competitive environment in the banking sector, the multi-cultural nature of the market, and the likely switching behaviour by customers. The South African context is a multi-cultural environment and therefore offers a unique background as most previous brand loyalty studies have been in mono-cultural contexts. The purpose of this study was to investigate the antecedents of brand loyalty, including satisfaction, brand relationship quality, customer advocacy, and brand trust in retail banking. We report on a survey of 351 banking customers through SEM using AMOS. While the findings are generally supportive of previous studies, some surprising results are discussed and implications for both theory and practice are highlighted.

随着新银行进入南非市场，消费者对现有银行普遍不满意，银行业的品牌忠诚度正受到越来越多的关注。由于在南非背景下可用的研究很少，银行业的新竞争环境，市场的多元文化性质，以及客户可能的转换行为。南非环境是一个多元文化环境，因此提供了独特的背景，因为大多数以前的品牌忠诚度研究都是在单一文化环境中进行的。本研究的目的是调查品牌忠诚度的前因，包括满意度、品牌关系质量、客户拥护度、以及对零售银行业务的品牌信任。我们报告了使用 AMOS 通过 SEM 对 351 位银行客户进行的调查。虽然这些发现普遍支持以前的研究，但讨论了一些令人惊讶的结果，并强调了对理论和实践的影响。