Research

The Role of Communication and Trust in Consumer Loyalty: An Extension of the European Customer Satisfaction Index Model

Loyalty has, over the past decade, become a crucial construct in marketing, and particularly in the burgeoning field of customer relationship management. This paper shows that customer loyalty can be explained to a substantial degree by customer satisfaction, trust, and communication, and shows the direct and indirect effects among those constructs and other constructs in an extension of the European Customer Satisfaction Index (ECSI) model. Both ECSI model and the extended model are estimated with data from a survey carried out among customers of the banking sector. Within the limitations of the study, the theoretical and managerial implications of these findings are discussed.

Publication Information
Article Title: The Role of Communication and Trust in Consumer Loyalty: An Extension of the European Customer Satisfaction Index Model
Journal: European Journal of Marketing (2004)
Vol. 38(9/10), 1272-1293. ISSN 0309-0566
Author(s): Ball, A. Dwayne;  Coelho, P;  Villares, M
Researcher Information
    
Ball, A. Dwayne
Ball, A. Dwayne
Emeritus
Expertise:
  • Customer Relationship Marketing
  • Database Marketing
  • Market Research
  • Services Marketing
Marketing
HLH 345
P.O. Box 880492
University of Nebraska-Lincoln
Lincoln, NE 68588-0492, USA
Phone: (402) 472-2316
Fax: (402) 472-9777
dball1@unl.edu