Resumo do trabalho

In the context of intensifying competition within retail banking, fostering strong customer brand loyalty has become essential to maintain profitability and drive growth (Shafiq et al., 2023). In South Africa, technological advancements are exerting considerable pressure, as digital transformation redefines how banking services are delivered worldwide. Consequently, gaining a clear understanding of the factors that shape brand loyalty is vital for retail banks aiming to strengthen their market presence and develop more effective customer retention approaches (Bisschoff, 2020).

Cultivating brand loyalty remains one of the most persistent challenges confronting banks today (Kim et al., 2024). This challenge becomes even more complex when considering the diverse motivations and expectations of different consumer segments. This underscores the importance of examining the factors that shape consumers’ intentions to keep using their chosen retail banking services as a foundation for loyalty-building efforts, particularly across gender lines. In response, this study set out to predict the factors the influence male and female banking consumers’ bank re-usage intentions.

This study draws on relationship marketing and branding theories, which emphasize that trust, ethical and social responsibility, and positive attitudes are key drivers of brand loyalty and repeated use of services. The framework examines how perceptions of ethics, social responsibility, and trust shape attitudes and loyalty, ultimately influencing re-usage intentions. It further explores how these relationships differ between male and female banking consumers.

A quantitative research design was employed, using a non-probability convenience sample of 500 South African banking consumers aged 18+. Data were collected via a self-administered online questionnaire. Scales were adapted from established sources and measured on a six-point Likert scale. Analyses were conducted using SPSS and AMOS (v28), including PCA, CFA, reliability and validity testing, correlation analysis, and SEM to assess relationships among constructs. Ethical compliance and data confidentiality were strictly maintained.

PCA confirmed the factor structures with no cross-loadings. CFA showed strong reliability and validity across factors. Correlations were positive and significant. SEM revealed some gender-based differences. Ethical responsibility strongly predicted bank trust, especially among females. Ethical responsibility only shaped females' bank attitudes. Social responsibility had no influence on trust and attitudes across genders. Trust and attitude significantly influenced brand loyalty, which in turn predicted re-usage intentions for both genders. Model fit indices indicated good fit for both genders.

This study explored how ethical and social responsibility, trust, and attitude influence brand loyalty and bank re-usage intentions among South African male and female consumers. Results showed that trust and brand loyalty are key predictors for both genders, but ethical responsibility had a stronger effect on women. Social responsibility had limited impact. These insights suggest banks should adopt gender-sensitive strategies to build loyalty. Future research should examine other variables and digital banking trends.

This study advances understanding of gender differences in retail banking loyalty drivers and bank re-usage intentions in South Africa. By highlighting how ethical responsibility more strongly shapes trust and attitudes among female consumers, it provides actionable insights for banks to tailor strategies. The research underscores the critical role of brand loyalty in sustaining re-usage intentions, offering a framework for designing targeted marketing, trust-building initiatives, and service improvements to strengthen competitiveness.

Bisschoff, C. (2020). Measuring and managing brand loyalty of banks clients. Banks and Bank Systems, 15(3), 160-170.

Kim, l., Jindabot, T. & Yeo, S.F. (2024). Understanding customer loyalty in banking industry: a systematic review and metal analysis. Heliyon, 10(17), 1-14.

Shafiq, M.A., Iqbal, S., Kumar, N. & Khan, F.A. (2023). Corporate social responsibility and brand loyalty in Punjab's banking sector: exploring the mediating role of corporate branding. Pakistan Journal of Humanities and Social Sciences, 11(2), 853-863.