A comparison of perceptions of loyalty between bank tellers and internal customer groups in a retail bank in South Africa

This study compares perceptions between bank tellers and three categories of customers (stayers, satisfied switchers and dissatisfied switchers) with respect to loyalty towards a retail bank in South Africa. One hundred bank tellers and 300 customers participated in the study. A questionnaire containing seven items, developed by Dick and Basu (1994) to measure loyalty of employees and customers towards an organization, was used to collect data from both the bank tellers and customers. Results indicated a significant effect of category on loyalty as well as significant differences in perceptions of loyalty towards the bank between bank tellers and each of the three identified internal customer groups. Implications for the bank are discussed in light of the results.