Simultaneous Adoption of "Clusters" of In-role and Extra-role Behaviours by Contact Personnel and Customer Loyalty: Case of Banks in Côte d'Ivoire

Abstract

This paper examines the effect of the in-role and extra-role behaviours of contact staff on customer loyalty. It focuses on the Ivorian banking sector and adopts a quantitative and qualitative approach. When considered in isolation, each type of behaviour has a limited effect on customer loyalty. However, when a contact staff exhibits both types of behaviour simultaneously, customer loyalty is enhanced. Customers expect three types of behaviour by contact personnel: honesty, availability and the mood. However, the socio-demographic characteristics of customers and the duration of relationship have no effect on the phenomenon under investigation. Managerial implications, research limitations and social consequences are discussed.