Perceived behaviour of contact staff and relational loyalty of banking ivorian banking customers

Authors

  • Adama ILBOUDO Faculty of Economics and Management, Félix Houphouet-Boigny University Côte d'Ivoire
  • Mamadou Saliou DIALLO Faculty of Economics and Management, Félix Houphouet-Boigny University Côte d'Ivoire
  • Yachine Paulin N DRI Faculty of Economics and Management, Félix Houphouet-Boigny University Côte d'Ivoire

Keywords:

Perceived behaviour, contact staff, relational loyalty, banking sector

Abstract

The main objective of our study is to analyse the influence of perceived behaviour of contact staff on the relational loyalty of banking ivorian banking customers. Our research uses a mixed methodology. The qualitative phase consisted of conducting semi-structured interviews with twenty commercial bank customers. This step allowed us to validate our concepts and adapt the measurement scales. Next, a quantitative study was conducted with two hundred and fifty customers. The results show that, unlike the three forms of perceived behaviour (welcome, competence and respect), the benevolence has no significant effect on the relational loyalty.

 

Classification JEL : M31

Paper type: Empirical Research

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Published

2025-09-29

How to Cite

ILBOUDO, A., DIALLO, M. S., & N DRI, Y. P. (2025). Perceived behaviour of contact staff and relational loyalty of banking ivorian banking customers. International Journal of Accounting, Finance, Auditing, Management and Economics, 6(10), 400–418. Retrieved from https://ijafame.org/index.php/ijafame/article/view/2092

Issue

Vol. 6 No. 10 (2025)

Section

Articles

License

Copyright (c) 2025 Adama ILBOUDO, Mamadou Saliou DIALLO, Yachine Paulin N DRI

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