The Impact of Service Brand Attachment on Customer Citizenship Behavior in Banking Sector
DOI:
https://doi.org/10.54536/ajiri.v4i4.6265Keywords:
Banking Sector, Customer Citizenship Behavior, Customer Engagement, Emotional Connection, Service Brand AttachmentAbstract
This study aims to investigate how Service Brand Attachment (SBA) changes the Customer Citizenship Behavior (CCB) within the Sri Lankan Banking sector. It is a deep understanding of the influence of customers’ emotional connection with banking sector service brands on their attachment and brand-building actions. The research used a quantitative method, using a structured questionnaire that contained 21 research questions with the five-point Likert scale items and six demographic-related questions. Data collected from 151 respondents and four private banks, such as commercial bank, including Seylan Bank, Sampath Bank, and HNB Bank, the respondents who answered the questionnaire in their official capacity as customers obtaining personal loans and business loans. To find the connection and the relationship between SBA and CCB, regression analysis, correlation analysis, and reliability analysis were used in SPSS. The finding revealed that consumers actively attach to their banks and feel a strongly committed relationship. Additionally, to find the internal consistency between the variables, the reliability results emphasize Sri Lankan consumers. This shows high reliability scores for SBA and CCB. The regression analysis results show that the SBA is a significant influencer of CCB, explaining a large portion of its variance. Correlation analysis revealed a strong positive relationship between the variables. Based on these findings, customers who feel a strong emotional attachment and connection with their banks. Such as recommending a bank to other people, helping fellow customers, giving valuable feedback, and spreading positive word of mouth. The finding highlights the critical role that emotional attachment plays in sustained success, strengthening brand reputation and cultivating customer loyalty. To achieve a lasting competitive advantage, banks should focus on creating and developing strong emotional connections with personalized engagement, unique experiences, and continuously providing service quality and trust. By doing these activities, banks can encourage their customers positively, and it will be beneficial for both the banking sector and the clients.
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