Influence of Co-production on Customer Loyalty in Financial Services: The Role of Communication, Client Expertise, Commitment and Internal Justices

Abstract

Customer loyalty has become a significant element for the success of organizations around the globe, and this aspect demands new literature and policymakers’ emphasis. Hence, the present article investigates the impact of interactional justice, communication, affective commitment and client expertise on the co-production and co-production role on customer loyalty related to financial services of the Islamic banks in Malaysia. The study also examines the mediating role of co-production among predictors and customer loyalty and also investigates the moderating role of trust among co-production and customer loyalty. The study collected data from the customers of Islamic banks in Malaysia using survey questionnaires. The study also checks the data reliability and relationships among constructs using smart-PLS. The outcomes indicated that interactional justice, communication, affective commitment and client expertise have a positive association with co-production, and co-production has a positive impact on customer loyalty related to the financial services of the Islamic banks in Malaysia. The outcomes also exposed that the trust also positively moderated among co-production and customer loyalty related to financial services of the Islamic banks in Malaysia. The study guides the policymakers in making policies related to achieve customer loyalty using effective communication, client expertise, trust, commitment and internal justice.