Engineering Loyalty

Without trust, there can be no loyalty - and without loyalty, there can be no true growth." - Fred ReichheldIn today's retail banking environment, products can be copied, technology can be replicated, and pricing advantages rarely last. Customer loyalty remains one of the few sustainable sources of competitive advantage.Engineering Loyalty: A Strategic Framework for Retail Banking explores how retail banks can systematically attract, satisfy, and retain customers by understanding the factors that drive trust, commitment, and long-term relationships. Drawing upon research from banking, marketing, psychology, and organisational performance, the book presents a practical framework built around three critical stages of the customer journey: selection, satisfaction, and loyalty.Readers will gain: - A structured framework for understanding how customers choose, evaluate, and remain loyal to a bank.- Insight into the relationship between service quality, trust, customer satisfaction, and retention.- A deeper understanding of the psychological and behavioural drivers of customer decision-making.- Practical strategies for strengthening customer relationships and reducing customer attrition.- An appreciation of how technology and digital transformation are reshaping customer expectations.- Actionable perspectives for building sustainable competitive advantage through trust, satisfaction, and enduring customer loyalty.