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Enhancing Bank Loyalty through Sustainable Banking Practices: The Mediating Effect of Corporate Image

Business Administration Department, Cyprus International University, Nicosia 99258, North Cyprus, Turkey
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Sustainability 2018, 10(11), 4050; https://doi.org/10.3390/su10114050
Received: 14 October 2018 / Revised: 28 October 2018 / Accepted: 29 October 2018 / Published: 5 November 2018
(This article belongs to the Special Issue Sustainable Financial Markets)
As the demand for a more sustainable society increases, adopting a sustainable banking approach serves as a competitive advantage for banks that are focused on attaining bank loyalty. This study revolves around understanding the role of sustainable banking practices in bank loyalty while exploring the mediating effect of corporate image on the relationship between sustainable banking practices and bank loyalty. For this study, 511 questionnaires derived from customers of the banking sector were adopted. Results from structural equation modeling showed that sustainable banking practices positively and directly affected bank loyalty and corporate image, corporate image directly and positively affected bank loyalty, and corporate image also mediated the relationship between sustainable banking practices and bank loyalty. View Full-Text
Keywords: sustainable banking; corporate image; bank loyalty sustainable banking; corporate image; bank loyalty
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Igbudu, N.; Garanti, Z.; Popoola, T. Enhancing Bank Loyalty through Sustainable Banking Practices: The Mediating Effect of Corporate Image. Sustainability 2018, 10, 4050.

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