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| The Moderating Role of Consumer Confidence in the Relationship between Customer Equity Drivers
and Loyalty Intentions：An Example from Banking Industry |
| ZHAO Hong, ZHANG Sha |
| 1. University of Chinese Academy of Sciences, Beijing, China;
2. University of Groningen, Groningen, Holand |
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Abstract This paper uses 688 customer data from banking industry, empirically studies the moderating role of consumer confidence on the relationship between customer equity drivers and customers’ loyalty intentions by building a Hierarchical Regression Model via the software MLwiN 2.10 Beta. The results show that positive links between value equity and loyalty intentions as well as brand equity and loyalty intentions become weaker with the decrease of consumer confidence. The moderating role of consumer confidence on relationship equity is however, insignificant. The contribution of this paper is that the findings serve basis for banking managers to optimize the allocation of marketing budget. Furthermore, the paper can answer the question about possible impact of the change of consumer confidence on customer behavior, and therefore providing empirical support for more efficient ways of approaching customers under different circumstances (during periods of high and low economic confidence).
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Received: 28 January 2010
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2012, Vol. 9 
