摘要：A model is proposed that should enable banking industry executives to better focus resources on loyalty programs by determining which factors are most valued by customers in their decisions to stay with their present bank. The model factors include intangibles drawn from concepts of intellectual capital that influence customers’ perceptions of image, service quality, satisfaction and loyalty. A structural equation model developed for the Chilean banking industry and incorporating eight factors that impact the loyalty of current account customers found that those with the greatest direct effects are satisfaction, image and quality while those with the strongest indirect effects are attention to customers and personalization.
