Abstract:
Customer experience, satisfaction and word-of-mouth intention contri-
bute a crucial part in enhancing customer loyalty in the banking sector. This study
examines the moderators of the effect of customer experience, satisfaction and
word-of-mouth intentions on customer loyalty. Data were collected from bank
customers (n = 650) using a structured questionnaire through a cross-sectional
survey in Harare, Zimbabwe. Customer experience, satisfaction and word-of-mouth
intention were found to have a direct positive effect on loyalty. Age was found to
moderate the effect of customer satisfaction on loyalty. However, gender, educa-
tion and income did not moderate the effect of customer satisfaction on loyalty.
These results contribute to the existing body of services marketing literature. Banks
are advised to consider customer experience, satisfaction, word-of-mouth intention
and age when designing strategies to improve customer loyalty.
